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Principles of Marketing: An Asian Case Book

By (author) Ang Swee Hoon

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This casebook complements and accompanies Philip Kotler and Gary Armstrong's Principles of Marketing by providing 37 cases on Asian companies operating in Asia and/or outside Asia, as well as about non-Asian companies operating within Asia. This Asian flavor allows instructors and students to identify with Asian issues and how the marketing principles learnt in the textbook can be applied to the cases in this casebook. *This casebook is written by professors of 7 nationalities - Bangladesh, China, Germany, India, Malaysia, Myanmar and Singapore, and co-written with industry experts. These authors and individuals provide latest marketing perspectives and substantial industry expertise to enrich the cases by furnishing insights that may otherwise be omitted by less knowledgeable writers. *All the cases are about Asian and Non- Asian companies operating in Asia. Therefore, instructors as well as students in Asia can identify with actual companies and issues written in the book, thus making the course more interesting, relevant and better recalled and understood. *Both short and comprehensive cases are furnished to help students to adapt to their introductory course in Marketing. Short cases can be taught at the beginning of the course, while the longer cases can be used as integrative cases towards the end of the course.