The Asian marketing casebook
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書誌事項
The Asian marketing casebook
Prentice Hall, 1999
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注記
Includes bibliographical references
内容説明・目次
内容説明
This compilation of 60 case studies, covering 16 Asian countries and the Middle East, demonstrates the diversity of marketing problems faced by both domestic Asian and foreign corporations operating in Asia. The Asian countries are Bangladesh, China, Hong Kong, India, Indonesia, Japan, Kazakstan, Malaysia, Pakistan, the Phillipines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, and Vietnam. The cases cover a broad span of marketing issues, including industrial and consumer marketing, products, services, marketing strategy development, distribution, promotion, pricing, and intra-country and inter-country problems. An overview of each country provides useful background for the cases. The extensive range and breadth of cases makes this book a must-have for any instructor of International Marketing focusing on Asia.
目次
(*NOTE: All countries begin with a map and an overview.) ASIA. 1. Holiday Inn Worldwide Asia Pacific. 2. Waste Management International PLC: Strategy for Asia. BANGLADESH. 3. Social Marketing Company, Bangladesh. HONG KONG. 4. City Telecom (HK) Ltd. 5. Hair-Works. 6. Jimmy Lai and Daily Newspapers in Hong Kong. 7. Jimmy Lai: Apple Daily (B). 8. Jimmy Lai: Apple Daily (C). 9. Jimmy Lai: Apple Daily (D). 10. The Mass Transit Railway in Hong Kong. INDIA. 11. Allwyn. 12. National Publishing Company: Marketing of Children's Fortnightly Magazine. 13. Nims Apparel. 14. Splendor Decorative Laminates India Ltd.: Evaluating Market Research Proposals and Selecting a Market Research Agency. INDONESIA. 15. PT Indocipta Pangan Makmur: Snack Food Manufacturing Company. 16. Sumber Tehnik. JAPAN. 17. Club Med, Japan. 18. Delissa in Japan. 19. Levi Strauss Japan K.K. 20. Lussman-Shizuka Corporation. 21. See's Candies: Japanese Market Entry. KAZAKSTAN. 22. Arthur Andersen, Kazakstan. 23. Astana Foods, Kazakstan. 24. Kazak Enterprises. 25. Philips N.V.: Representative Office in Kazakstan. MALAYSIA. 26. Edaran Otomobil Nasional Berhad: Challenge of the 1990s. 27. Malaysia Airlines: Landing Gear Shop. 28. Prime Pharmaceuticals Malaysia (M) Sdn. Bhd. MIDDLE EAST (BAHRAIN, EGYPT, ISRAEL, JORDAN, KUWAIT, LEBANON, OMAN, QATAR, SAUDI ARABIA, UNITED ARAB EMIRATES). 29. Start TV. PAKISTAN. 30. Allied Marketing (Private) Ltd., Lahore. 31. Atlas Honda Ltd.: Communication Plan 1993. 32. Excel Engineering: Accelerating into the Future. 33. Pearl Continental Hotel, Lahore. PEOPLE'S REPUBLIC OF CHINA (PRC). 34. Shanghai Chlor-Alkali Chemical Company Ltd.: PVC. 35. Shanghai Chlor-Alkali Chemical Company Ltd.:F12 (A). 36. Shanghai Chlor-Alkali Chemical Company Ltd.:F12 (B). 37. Shanghai Honggong Advanced Instrument Co. Ltd. (SHAIC): Marketing Electromagnetic Flowmeters in China. 38. Shanghai Zheng Zhang Textiles Factory. THE PHILIPPINES. 39. Barclay International Manufacturing Corporation: Gruff Aircon Maintenance Fluid. 40. Basic/Black Zale Youngman Advertising, Inc. 41. J&J (Philippines), Inc.: Johnson's Face Powder. 42. SAE Products Marketing Corporation: The Air Compressor Company. SINGAPORE. 43. Haw Par Villa Dragon World. 44. Procter and Gamble: Always/Whisper. 45. Singapore Airlines. SOUTH KOREA. 46. A President is Made: The Three Parties' Political Marketing in the Presidential Election. 47. Cheil Jedang Corporation's Seasoning. 48. Super Miracle CC: Marketing and Advertising for the Large-screen TV Market. SRI LANKA. 49. Keells Food Products Ltd. 50. Mackinnon & Keells Financial Services Ltd. 51. Waldock Mackenzie. 52. Richard Pieris Distributors Ltd., Sri Lanka. TAIWAN. 53. Carrefour in Asia (A) Taiwan: A Bridgehead to Asia. 54. Retailing in Taiwan. 55. Carrefour in Asia (B): The Expansion in Asia. THAILAND. 56. Gilman Office Automation, Bangkok, Thailand. 57. Maverick Bank. 58. RAA (Thailand). VIETNAM. 59. European Liquors, Vietnam. 60. Vinataxi.
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