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Business Marketing in Asia

Business Marketing in Asia

Author: Geok Theng Lau
Publisher: McGraw Hill Higher Education
ISBN: 9780071247399
Published In: July 2007
Format: Paperback
Jurisdiction: Asia ? Disclaimer:
Countri(es) stated herein are used as reference only

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Description
Contents
Author

Details

Business Marketing: An Asian Perspective provides concise coverage of key decisions, issues and challenges in marketing to business organizations. Up-to-date information and concepts relating to business markets and marketing strategies, products and consumer behaviour as well as sales, distribution and communication are unpacked, as is the effect of e-commerce on businesses.

Relevant examples gleaned from China, Thailand, Singapore and other parts of Asia, together with provocative end-of-chapter questions, aid the reader in applying the concepts and in thinking deeply about issues, while case studies stimulate the reader to further examine decisions and issues in a more holistic fashion.

Business Marketing: An Asian Perspective is an invaluable sourcebook and reference for anyone intending to teach or do business in the Asian arena.

Author's Preface

Main Text Chapters
1. Introduction to Business Marketing

2. Business Buying Process and Behaviour

3. Business Market Analysis

4. Business Market Segmentation

5. Business Marketing Strategies

6. E-Commerce in the Business Market

7. Business Product Strategies and Decisions

8. Business Pricing Strategies and Decisions

9. Business Channels and Distribution Strategies and Decisions

10. Business Sales Management and Personal Selling

11. Business Marketing Communications

12. Business Marketing Implementation and Control

Selected Case Studies
Case 1 Network Solutions Vendor 3Com Looks to Wireless and VoIP Businesses to Fuel Growth
Case 2 CSCL Reaching for Top Three
Case 3 ASL Marine Sees Surge in Order
Case 4 Fuji Xerox Targets the Graphic Arts Industry
Case 5 The Sin Soon Huat Story
Case 6 The Siam Cement Group: A Significant Asian Manufacturing Conglomerate
Case 7 Big Systems
Case 8 RFID Action for Tech Majors
Case 9 Alfa Networks
Case 10 R A Circuits
Case 11 Chuloong-Leekang Negotiation
Case 12 Boeing Jet Propellant
Case 13 Bouleau & Huntley: Cross-Selling Professional Services into the Philippines
Case 14 Bossard Asia Pacific: Can It Make Its CRM Strategy Work'
Case 15 DPEX Worldwide Express and the Courier Industry in Singapore
Case 16 Jason Electronics

Index

Geok Theng Lau

Associate Professor Lau Geok Theng graduated with a PhD in Business Administration from the Richard Ivey School of Business, University of Western Ontario. He has co-authored five books on marketing, including Marketing: Text and Cases (McGraw-Hill, 1994), and is an active contributor to regional and international journals such as Case Research Journal, Journal of Consumer and Retailing Services and Industrial Marketing Management.

A keen practitioner in the field, Dr Lau has consulted for renowned firms KWE-Kintetsu World Express (S) Pte Ltd, Tong Gardens Food Products (S) Pte Ltd, Singapore Telecommunications Limited, Delifrance Singapore and Asia-Pacific Breweries. He has also conducted marketing seminars for L'Oreal Singapore, Singapore's Ministry of Defence and Jurong Town Corporation. He is currently serving as a governing council member of the Singapore Institute of Purchasing and Materials Management.