Marketing Management in Asia is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. It employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as highlights the importance of social media and the impact of consumer behavior on successful marketing management. Short Asian case studies and real-life examples of marketing management have been included throughout the book to be more relevant to students studying this subject in Asia.

Part I : Marketing Strategy
Part II : Product Positioning
Part III : Positioning Via Price, Place, and Promotion
Part IV : Positioning: Assessment Through The Customer Lens
Part V : Capstone