The Asian Marketing Casebook

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9780137955503: The Asian Marketing Casebook

Ideal for courses in International Marketing at the undergraduate and graduate levels.

This marketing casebook demonstrates the diversity of marketing problems faced by organizations operating in Asia. The cases focus on industrial and consumer marketing issues and cover 16 countries.

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About the Author:

NOEL CAPON is a tenured full professor at Columbia Business School; during the initial stages of the development of this book he was Visiting Professor at HKUST. Professor Capon earned Ph.D.s in chemistry from London University and marketing from Columbia University.

The recipient of teaching awards at both UCLA and Columbia, Professor Capon has also taught at INSEAD; University of Hawaii; Monash University, Melbourne, Australia; and HKUST. Before joining the Columbia faculty in 1979; he taught at the Graduate School of Management, UCLA and Harvard Business School. He teaches at the China-Europe International Business School (CEIBS) in Shanghai, PRC and regularly directs and teaches executive seminars at Columbia's executive training center, Arden House, and teaches and consults for major corporations throughout the world.

Professor Capon's works are widely published. His 40-plus articles have appeared in: Annals of Operations Research; Columbia Journal of World Business; Communication Research; Developmental Psychology; Harvard Business Review; Industrial Marketing Management; Journal of Advertising Research; Journal of Applied Developmental Psychology; Journal of Applied Psychology; Journal of Business Administration; Journal of Consumer Research; Journal of Financial Services Research; Journal of International Business Studies; Journal of International Forecasting; Journal of Management Studies; Journal of Marketing; Journal of Marketing Research; Lending for the Commercial Banker; Management Decision; Management Science; Public Opinion Quarterly; Strategic Management Journal. In addition, he has contributed to numerous edited books.

Professor Capon has published four books: Corporate Strategic Planning (1988), a major study of the planning practices of major U.S. manufacturing corporations; The Marketing of Financial Services: A Book of Cases (1992); Why Some Firms Perform Better than Others: Towards a More Integrative Explanation (1997), on the underpinnings of superior corporate financial performance; and Planning the Development of Builders, Leaders and Managers for 21st Century Business (1997), on business school curriculum development. He is editor for sections on Marketing, and Sales Management and Distribution, in the AMA Management Handbook (1994) and is currently completing a graduate-level marketing text and a book on Key Account Management.

WILFRIED R. VANHONACKER is recognized worldwide as a leading scholar in the field of marketing science. He gained a Ph.D. in Management from Purdue University (Indiana, U.S.) in 1979. Before joining INSEAD, Professor Vanhonacker spent nine years on the faculty at Columbia Business School; he also taught at UCLA and Cornell University. At INSEAD, he has been Marketing Area Coordinator and Director of the Ph.D. Program. He is currently on partial leave from INSEAD and is Professor of Marketing and Department Head at HKUST in Hong Kong. In the early 1990s, he played a key role in developing and establishing the China-Europe International Business School (CEIBS) in Shanghai, PRC. He was Visiting Professor, Executive Program Director, and Acting Dean at the China-Europe Management Institute (CEMI), CEIBS's predecessor in Beijing. He is currently the Academic Advisor at CEIBS and represents INSEAD on the Academic Council of CEIBS. Prior to his involvement with CEMI in Beijing, he was a Visiting Professor in the Management Colleges of the Ministry of Electronics and the former Ministry of Machine Building (both in Beijing). He is currently an Honorary Advisor to the Hong Kong Institute of Marketing.

Professor Vanhonacker's research interests include analytic modeling of marketing phenomena and marketing research. His publications include two books and numerous papers in academic journals such as Journal of Marketing Research, Marketing Science, Mar

From the Back Cover:

This compilation of 60 case studies, covering 16 Asian countries and the Middle East, demonstrates the diversity of marketing problems faced by both domestic Asian and foreign corporations operating in Asia. The Asian countries are Bangladesh, China, Hong Kong, India, Indonesia, Japan, Kazakstan, Malaysia, Pakistan, the Phillipines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, and Vietnam.

The cases cover a broad span of marketing issues, including industrial and consumer marketing, products, services, marketing strategy development, distribution, promotion, pricing, and intra-country and inter-country problems. An overview of each country provides useful background for the cases.

The extensive range and breadth of cases makes this book a must-have for any instructor of International Marketing focusing on Asia.

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