Strategic Marketing Management in Asia

Syed Saad Andaleeb is Distinguished Emeritus Professor of Marketing at the Sam & Irene Black School of Business, Pennsylvania State University, Erie, USA and former Vice Chancellor of BRAC University, Bangladesh.Khalid Hasan is the Founder and Chief Executive Officer of ResInt Inc. Canada – a Toronto based international market research company. He also worked for Nielsen in different senior positions, which include Head of Business Process Improvement Unit in Canada, Senior Advisor in South Asia, and Managing Director in Bangladesh.

• PART 1. OVERVIEW OF STRATEGIC MARKETING Chapter 1. Strategic Marketing Management: An Overview; Syed Saad Andaleeb Chapter 2. Strategic Planning and Marketing Models; Khandoker Mahmudur Rahman PART 2. ANALYZING MARKETING OPPORTUNITIES Chapter 3. The Marketing Environment; Lau Geok Theng Chapter 4. Marketing Research; Syed Saad Andaleeb and Khalid Hasan Case: Fraudulent Field Survey, AI and Data Collection; Khalid Hasan Case: Qualitative and Visual Consumer Insights in Asian Markets; Russell Belk Chapter 5. Consumer Behavior; Syed Saad Andaleeb and Shiraz Latiff Case: Diva – The Rural Sri Lankan Laundry ‘Queen’; Shiraz Latiff Chapter 6. Market Segmentation, Targeting and Positioning; Syed Saad Andaleeb Case: Square Toiletries Ltd. & Senora: Overcoming Personal Hygiene Challenges; Syed Saad Andaleeb PART 3. UNDERSTANDING THE MARKETING MIX Chapter 7. Product Decisions; Murali Manohar Bhupathi Case: Bajaj Scooter - The Commoners’ Bike; Murali Manohar Bhupathi Chapter 8. Branding and Brand Management; Bushan D Sudhakar Case: Garuda Indonesia: Building a Brand; Hermawan Kartajaya, Jacob Silas Mussry, Iwan Setiawan, and Syed Saad Andaleeb Chapter 9. Packaging; Khandoker Mahmudur Rahman Chapter 10. Services Marketing; Syed Saad Andaleeb Case: Targeting Outreach Programs in Myanmar: Services Marketing To Female Sex Workers; Han Win Htat, Laura C Hall, Robert P Gray, Khin Swe Swe, and Than Naing Oo Chapter 11. Pricing Strategy; Rajesh C. Jampala Case: Sri Lankan Biscuit Industry’s Pricing Quagmire; Ajith Medis and Sugeeth Patabendige Chapter 12. Integrated Marketing Channels; Saroj Kumar Datta and Shamindra Nath Sanyal Chapter 13. Integrated Marketing Communications; Murali Manohar Bhupathi Case: The Aditya Birla Group (ABG), India; Murali Manohar Bhupathi Chapter 14. Sales Force Management; J Clement Sudhahar PART 4. MARKETING FOR 21ST CENTURY AND BEYOND Chapter 15. Digital Marketing; Faisal Wali, Shafiqur Rahman, and Sweta Thakur Chapter 16. Rural Marketing; Andy Bhanot Chapter 17. Social Marketing; Khalid Hasan