Cases in Marketing Management and Strategy

Cases in Marketing Management and Strategy

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Provides a broad-based approach to Asia-Pacific marketing case-studies. This work also includes case studies on products and services; consumer and business markets; profit and non-profit organizations; Asian firms operating within and outside of the region as well as non-Asian companies operating in Asia; and low- and high-technology industries.This casebook is founded on four principles. First, its structure parallels that of Marketing Management: An Asian Perspective by Philip Kotler, Swee Hoon Ang, Siew ... understanding and application of marketing theories, tools, and techniques to the solution of marketing management ... University of Singapore who developed much of the material for the Instructora#39;s Manual accompanying this casebook.

Title:Cases in Marketing Management and Strategy
Author:John A. Quelch
Publisher: - 1996


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