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Strategic Marketing Management in Asia: Case Studies and Lessons Across Industries
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 felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help gro...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Emerald Publishing Limited
2016.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Front Cover; Strategic Marketing Management in Asia: Case Studies and Lessons across Industries; Copyright Page; Contents; List of Cases; List of Contributors; About the Editors; Acknowledgments; Preface; Uniqueness of this Book; Organization of the Book; Key Pedagogical Features; Foreword; 1 Evolution of Marketing as a Discipline; 2 Marketing Environment; The Macro-Environment and Its Impact; The Political and Regulatory Environment in Asia; The Economic and Trade Environment in Asia; The Demographic Environment in Asia; The Cultural and Social Environment in Asia.
- The Technological Environment in AsiaThe Natural Environment in Asia; Conclusion; Questions for Discussion; Tips for Discussion; 3 Strategic Planning and Marketing Models; Strategic Planning and Links to Marketing; Ingredients of a Strategic Marketing Plan; Knowing Your Market (i.e., Customers); Knowing Your Competitive Environment; Knowing Yourself (SWOT/TOWS Analysis, Value Chain Model); Crafting Market Aligned Strategy Mix; Implementing Strategic Plan and Budget; Building Feedback and Control Mechanism; 4 Marketing Research; Roles of Marketing Research; Steps in the Research Process.
- Research PurposeResearch Design; Survey Instrument Design; Sampling Plan; Data Collection; Data Processing and Analysis; Research Report and Presentation; Sources of Information; Secondary Data; Advantages of Secondary Data; Disadvantages of Secondary Data; Primary Data; Advantages of Primary Data; Disadvantages of Primary Data; 5 Consumer Behavior; Consumer Behavior Factors; Psychological Influences; Personal Influences; Social Influences; Cultural Influences; Buying Decision Process; Problem Recognition; Information Search; Evaluation; Purchase Decision; Post-Purchase Behavior.
- Other Models to ConsiderAIDA Model; 6 Market Segmentation, Targeting, and Positioning; Market Segmentation; Geographic Segmentation; Demographic Segmentation; Psychographics; Behavioral Segmentation; Benefit Segmentation; Criteria for Effective Segmentation; Market Targeting; Market Positioning; 7 Product Decisions; Product Life Cycle; New Product Development (NPD)
- Tata Nano; Product Mix Decisions; 8 New Product Development; The New-Product Development Process; Idea Generation; Idea Screening; Concept Development and Testing; Concept Development; Concept Testing.
- Marketing Strategy DevelopmentBusiness Analysis; Product Development; Test Marketing; Commercialization; 9 Packaging; What Are the Objectives of Designing Packaging?; What Strategic Elements Would Guide the Design Choices?; Positioning; Integrated Marketing Communication; Consistency and Dynamism; Materials Planning for Use in Packaging; Testing Your Packaging Design; 10 Branding and Brand Management; Early Society and Branding; Building Strong Brands; Branding Challenge; Overcoming the Challenges; Conclusion; 11 Consumer Behavior and the Anatomy of a Brand; Brand Essence; Value Proposition.