TY  - BOOK
AU  - Kerin,Roger A.
AU  - Theng,Lau Geok
AU  - Hartley,Steven W.
AU  - Rudelius,William
TI  - Marketing in Asia / 
SN  - 9789814595032
U1  - 658.8 
PY  - 2015///]
CY  - New York, NY
PB  - McGraw-Hill Education
N1  - Includes bibliographical references and indexes; Creating customer relationships and value through marketing --
Developing successful marketing and organizational strategies --
Appendix A building and effective marketing plan --
Scanning the marketing environment --
Ethical and social responsibility in marketing --
Understanding consumer behavior --
Understanding organizations as customers --
Understanding and reaching global consumers and markets --
Marketing research: from customer insights to actions --
Segmenting, positioning, and forecasting markets --
Developing new products and services --
Managing products and brands --
Managing services --
Building the price foundation --
Arriving at the final price --
Appendix B financial aspects of marketing --
Managing marketing channels and wholesaling --
Integrating supply chain and logistics management --
Retailing --
Integrated marketing communications and direct marketing --
Adverting, sales promotion, and public relations --
Personal selling and sales management --
Implementing interactive and multichannel marketing --
Puling it all together: the strategic marketing process --
appendix C planning a career in marketing --
Appendix D Supplementary cases
ER  -