Strategic Marketing Management in Asia: Case Studies and Lessons across Industries

Completely revised and updated to match current needs, especially after COVID, Strategic Marketing Management in Asia was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing.Asia comprises more than 60 percent of the global population, living in 51 sovereign nations.According to the World Bank’s financial forecasts, Asia is the fastest growing economic region, and the largest continental economy in terms of Purchasing Power Parity (PPP), in the world.The continent is currently undergoing rapid growth and industrialization spearheaded by China and India, the two fastest growing major economies in the world. With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a need to develop a deep understanding of the Asian business environment, and h