Marketing Management in Asia,
1st Edition

Dawn Iacobucci, Randall Shannon, Nicholas Grigoriou

ISBN-13: 9789814455244 | ISBN-10: 9814455245

Copyright 2015

| Published 2015

List Price USD $119.95


Marketing Management in Asia is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. It employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as highlights the importance of social media and the impact of consumer behavior on successful marketing management. Short Asian case studies and real-life examples of marketing management have been included throughout the book to be more relevant to students studying this subject in Asia.

Read More

Meet the Authors

Show More Show Less

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has also served as senior associate dean at Vanderbilt and professor of marketing at Northwestern University, University of Arizona and University of Pennsylvania. Dr. Iacobucci received her M.S. in statistics, her M.A. and Ph.D. in quantitative psychology from the University of Illinois at Urbana-Champaign and her M.T.S. from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, multivariate and methodological research questions and issues related to health care and sustainability. She has published widely in publications such as the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin and Social Networks. Dr. Iacobucci has taught core marketing management, marketing research, marketing models, services marketing and new products to M.B.A., E.M.B.A. and undergraduate students. She has also taught multivariate statistics and methodological topics in Ph.D. seminars. She has served as editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She also edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing and Kellogg on Integrated Marketing. In addition to this text, she has written MARKETING MODELS: MULTIVARIATE STATISTICS and MARKETING ANALYTICS AND MEDIATION ANALYSIS as part of the prestigious quantitative series at Sage. She is also a co-author of Gilbert Churchill’s leading MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.

Randall Shannon is Chair for the Marketing Program at the College of Management, Mahidol University, Thailand, and has been a faculty at the university since 2004. He received his PhD in Marketing, with a focus on cross-cultural consumer behavior and branding from Thammasat University, Thailand. Following a career in marketing research at AC Nielsen, he has been teaching in Thailand for more than 10 years, typically on topics related to marketing, consumer behavior, marketing research, new product development, and advertising. Dr. Shannon has published more than 30 papers in international conferences, and has published articles in journals, such as the Journal of Brand Management and Oxford’s European Retail Digest. He has also worked on various consulting projects within Asia for companies such as McKinsey and Temporal Brand Consulting. Dr. Shannon’s research interests include consumer behavior (especially cross-cultural aspects) as relates to retailing and shopping behavior, as well as marketing in general. He enjoys exploring consumer motivations and how this can be applied to enhance marketing, such as through more effective advertising and branding.

Nicholas Grigoriou is a Lecturer with the School of Business, Monash University Malaysia, Sunway campus. He received his Bachelor in Marketing and Graduate Diploma in Business (Marketing) from Monash University, Australia. He teaches undergraduate courses on international retailing, marketing research, and retail management. His principal research interest is in new product development for international markets. He has published in journals such as Journal of Global Commerce Research, Journal of Social Psychology, and International Journal of Marketing Research. He also wrote International Marketing: A Practical Approach (McGraw-Hill, 2004) and also contributed a chapter on new product development in emerging markets in the Handbook of Business Practices and Growth in Emerging Markets (World Scientific, 2009). Nicholas has also presented papers at conferences, including academic and industry seminars in the area of marketing.

  • An innovative combination delivers key content both in print and online. Marketing Management in Asia offers a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys and from extensive interviews with a wealth of today’s faculty and students. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook.
  • Traditional concepts provide solid foundation in marketing management. Concise, yet thorough, the book covers all core marketing management topics in 17 succinct chapters to equip students with a solid foundation in marketing management.
  • Content and resources provide a supplement package that is second to none. The book provides all of the content and resources you expect with a supplement package, including CourseMate comprehensive online tools, PowerPoint slides, an Instructor’s Manual, and a Test Bank.
  • “Anatomy Feature” assists student understanding of specific marketing management principles. This innovative learning feature explains the composition of key marketing management topics using detailed graphics to ensure that students comprehend each critical area within marketing management.

Table of Contents

Show More Show Less
About the Authors
Part I. Marketing Strategy
1. Why Is Marketing Management Important?
2. Customer Behavior
3. Segmentation
4. Targeting
5. Positioning
Part II. Product Positioning
6. Products: Goods and Services
7. Brands
8. New Products
Part III. Positioning via Price, Place, and Promotion
9. Pricing
10. Channels of Distribution and Logistics
11. Advertising Messages and Marketing Communication
12. Integrated Marketing Communications and Media Choices
13. Social Media
Part IV. Positioning: Assessment Through the Customer Lens
14. Customer Satisfaction and Customer Relationships
15. Marketing Research Tools
Part V. Capstone
16. Marketing Strategy
17. Marketing Plans
Student Reference

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.





CourseMate for Marketing Management in Asia


MindTapReader for Marketing Management in Asia


Compare Buying Options

Show More Show Less

Pricing Options

Marketing Management in Asia

  • ISBN-10: 9814455245
  • ISBN-13: 9789814455244

Price USD$ 119.95


*Purchase not available for this country