Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

Preface

Re-Thinking Marketing: Sustainable Market-ing Enterprise in Asia offers a fresh perspective to entrepreneurs and academics on understanding how successful business enterprises are managed in Asia. Steering away from the conventional approach of most textbooks on Asian business, this book adopts a holistic perspective, which combines a host of marketing, management and strategy theories with Asian business philosophy. This brings about a broad-based approach to viewing the myriad problems that assail Asian-based enterprises from time to time.

For greater clarity of thought and practicality, the theories are operationalized through a number of models and frameworks. Reflecting the rapidly changing business environment, the models provide ...