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30 | BUSINESS & ECONOMICS
Marketing in Asia
Roger A. Kerin, Steven W. Hartley, William Rudelius and Lau Geok Theng
ISBN 9780071274258 • MHID 0071274251 • 2009 • Softcover • 816pp
Marketing in Asia uses an active-learning approach to bring traditional
theories and contemporary concepts to life. It provides the most up-todate,
comprehensive, engaging, and integrated learning experience for
marketing students and marketers in today’s challenging world. Based
on the best-selling U.S. text Marketing, Marketing in Asia is written with
the Asian student in mind, with illustrations and case studies focused
on companies in Asia to help the student understand the applications of
marketing concepts by seeing these companies in action.
Features
Chapter-opening stories on exciting companies introduce students to
chapter concepts.
Using Marketing Dashboards boxes graphically portray how strategic
directions are tracked.
Marketing Matters boxes highlight real-world examples of
entrepreneurship and customer value creation.
Making Responsible Decisions boxes show how companies deal with
social responsibility, sustainability, and ethics in their marketing
strategy.
Web Link and Going Online exercises get students to go online and
think critically about a specific company’s use of the Internet.
Business Journey to the East
An East–West Perspective of Global-Is-Asian
Chow-Hou Wee and Fred Combe
ISBN 9780071278027 • MHID 0071278028 • 2009 • Softcover • 432pp
With the rapid shift in global economic power, many Western companies
are jumping on the bandwagon en route to Asia, lured by the rich returns
that the region can potentially provide. However, many are ill prepared
for the cultural challenges, many are too impatient and prescribed in their
market entry strategies and many struggle with the possibility that there is
an alternative Asian approach to business. Their success rate is very poor:
early failure leads to frustration and stagnation.
But what if there were a faster way to appreciate the new Asia, to understand
better how Asians strategize and practice business? How could companies
avoid the many pitfalls and accelerate their learning curves? What could
make them sit up and realize that a fresh business approach to Asia,
combining the best of East and West, could substantially increase their
success rate?