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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.

Contributor(s): Material type: TextTextPublisher: Bingley, UK ; North America : Emerald, [2017]Copyright date: ©2017Edition: First editionDescription: xxxvi, 552 pages ; illustrations, 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781786357465
  • 1786357461
Subject(s): Additional physical formats: ebook version :: No titleDDC classification:
  • 658.80095 23
Contents:
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.
List(s) this item appears in: Marketing | Management
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Books Books Library, Independent University, Bangladesh (IUB) Reserve Shelf 658.80095 A5433s 2017 (Browse shelf(Opens below)) 01 Not For Loan 025226
Books Books Library, Independent University, Bangladesh (IUB) Reserve Shelf 658.80095 A5433s 2017 (Browse shelf(Opens below)) 02 Not For Loan 025230
Total holds: 0

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.

Marketing