Customer Reviews

Marketing Management: An Asian Perspective (2nd Edition)

5 star:		(2)
4 star:		(0)
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1 star:		(1)

 

 

Seeking a textbook with a combination of mainstream theories and indigenous focuse has been a big challenge for professors teaching at Asian universities. This book is a great work in combining the two aspects. I have been using its first edition (1996) for my classes at both undergraduate and MBA levels, and I received overwhelmingly positive response from students. I like the second edition (1999) even better, not only becouse its updated cases, but also its efforts in copping with the 1997 Asian financial crisis, which changed marketing practices in Asia significantly. As Asian economy becomes more and more important to the rest of the world, this book could also be used as an international marketing reference in universities outside Asia.

The strength of this book is that it is loaded with examples from throughout Asia. It educates the reader both about Marketing and about Asia. At the same time, it shows how most of marketing in Asia is not so different from marketing in Europe or in the US. But such differences as there are do demand that we check our assumptions and, most of the time, adapt our plans. A careful reading of the book will help make the reader sensitive to the sort of questions that should be asked before a marketing strategy is transplanted to Asia

My hopes were high by the title, but was somewhat dampened by the length ... flipping through it confirmed my worst nightmare! It was just another high falutin' US-textbook window-dressed as an Asian book.