Editors:
Syed Saad Andaleeb, Pennsylvania State University, USA and BRAC University, Bangladesh
Khalid Hasan, Nielsen South Asia
Synopsis:
To continue the current growth momentum, excel in all phases of business, and create future management leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help businesses flourish.
Featuring top scholars and practitioners, this book will help academics and students understand key issues, especially in the context of changing economic and related challenges in the Asian markets. Multi-industry case studies address how market opportunities need to be created, how to leverage constrained capabilities, and how to create sustainable, competitive advantage to pursue profitable growth in Asia. The case studies are drawn from across Asia, including Bangladesh, India, Sri Lanka, Malaysia, Myanmar, Pakistan, Indonesia, Vietnam and Japan.
From the Foreward, by Jaideep Prabhu:
"This book is both timely and timeless. Timely because it addresses a topic - marketing - that is particularly relevant to a region - South Asia - that is turning into a global powerhouse of consumption-led growth. And timeless because it addresses themes and issues that have relevance not only for South Asia now, but for the world in times to come. I have no doubt that it will be regarded as essential reading for marketers of all shades and stripes, in all kinds of sectors, everywhere."
Book Information
ISBN Electronic: 9781786357458
Publication Date: 15 November 2016
Format print: Hardback
Dimensions: 152 x 229
About the Editor(s)
Professor Syed Saad Andaleeb is Distinguished Professor Emeritus of Marketing, Pennsylvania State University, USA and Vice Chancellor of BRAC University, Bangladesh. He also taught at the Institute of Business Administration, University of Dhaka for a substantive period. He is the editor of the Journal of Bangladesh Studies since 1999. His present pursuits are on capacity development in research methods and pedagogical approaches at the institutions of higher education in Bangladesh.
Dr. Khalid Hasan is Senior Advisor, South Asia, Nielsen based in Toronto, Canada. He is a senior project management and research expert with a unique blend of 25+ years of experience, spanning social and community development, market research, and business focusing North America and emerging markets in Asia. He is also the Editor of the prestigious journal Mind Your Marketing.
Reviews
"An excellent textbook on marketing management. It is comprehensive and a joy to read. What I liked most are the interesting and unique case studies from Asia including Vietnam, Sri Lanka, India and Bangladesh. A unique feature of the book are separate chapters on social business and rural marketing."
Professor Jagdish Sheth
"There is no major concept that the book has left out, yet it is succinct and immensely readable. But the real benefit of the book is its inclusion of excellent cases from South Asia to anchor and animate the concepts in the chapter. This has been the singular gap in the outstanding marketing text books produced in the last three decades."
Professor Kasturi Rangan
"The contribution of the book is indeed invaluable and will serve to inform localized strategy combined with generalized principles to add relevance to the study of markets and marketing."
Professor Abdul Mannan