Strategic marketing management in Asia : case studies and lessons across industries / foreword by Jaideep Prabhu, University of Cambridge, UK ; endorsements by Jagdish Sheth, Emory University, USA, Katsuri Rangan, Harvard Business School, USA, Abdul Mannan, University Grants Commission, Bangladesh ; edited by Syed Saad Andaleeb, Khalid Hasan, The Nielsen Company; ResInt Canada.

Includes bibliographical references (pages 527-552).

Evolution of marketing as a discipline / Syed Ferhat Anwar -- Marketing environment / Geok Theng Lau -- Strategic planning and marketing models / Khandoker Mahmudur Rahman -- Marketing research / Syed Saad Andaleeb and Khalid Hasan -- Consumer behavior / Syed Saad Andaleeb and Shiraz Latiff -- Market segmentation, targeting, and positioning / Syed Saad Andaleeb -- Product decisions / Murali Manohar Bhupathi -- New product development / Ehsan ul Haque and Khalid Hasan -- Packaging / Khandoker Mahmudur Rahman -- Branding and brand management / Bushan D. Sudhakar -- Consumer behavior and the anatomy of a brand / Uditha Liyanage -- Services marketing / Syed Saad Andaleeb -- Pricing strategy / Rajesh C. Jampala -- Integrated marketing channels / Saroj Kumar Datta and Shamindra Nath Sanyal -- Integrated marketing communications / Murali Manohar Bhupathi -- Sales force management / J. Clement Sudhahar -- Social marketing and social business / Khalid Hasan -- Rural marketing / Anurudra Bhanot.

MBA.