Andaleeb Syed Saad - Strategic marketing management in Asia: case studies and lessons across industries

Syed Ferhat Anwar

Geok Theng Lau

Khandoker Mahmudur Rahman

Syed Saad Andaleeb and Khalid Hasan

Syed Saad Andaleeb and Shiraz Latiff

Syed Saad Andaleeb

Murali Manohar Bhupathi

Ehsan ul Haque and Khalid Hasan

Khandoker Mahmudur Rahman

Bushan D. Sudhakar

Uditha Liyanage

Syed Saad Andaleeb

Rajesh C. Jampala

Saroj Kumar Datta and Shamindra Nath Sanyal

Murali Manohar Bhupathi

J. Clement Sudhahar

Khalid Hasan

Anurudra Bhanot

STRATEGIC MARKETING MANAGEMENT IN ASIA

Case Studies and Lessons across Industries

An excellent textbook on marketing management. It is comprehensive and a joy to read. What I liked most are the interesting and unique case studies from Asia including Vietnam, Sri Lanka, India and Bangladesh. A unique feature of the book are separate chapters on social business and rural marketing.

Jagdish Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA

Marketing as a discipline has made tremendous strides in the last 20 years. It has become far more scientific with appropriate frameworks to better support different aspects of marketing decision making. This book compiled by Syed Saad Andaleeb and Khalid Hasan does a masterful job of capturing these various frameworks in an up-to-date manner and bringing to its readers in an easily accessible form. There is no major concept that the book has left out, yet it is succinct and immensely readable. But the real benefit of the book is its inclusion of excellent cases from South Asia to anchor and animate the concepts in the chapter. This has been the singular gap in the outstanding marketing text books produced in the last three decades. Every one of them uses illustrations from western developed markets, making it very hard for students in South Asia to grasp the frameworks in a context they are not familiar with. Marketing being an applied discipline, context is very important and goes a long way in helping students interpret and grasp the concepts and frameworks in a lasting manner. The Andaleeb and Hasan marketing text is brilliant in that regard and will help thousands of students become better marketers.

Kasturi Rangan, Malcolm P. McNair Professor of Marketing, Harvard Business School, USA

With the complexities and challenges of globalization, while markets have rapidly developed, each market is likely to be at a different stage of development, governed by various sets of institutional and cultural rules and practices. In this context, marketing orientation and market-driven strategies have become keys to success in delivering superior value to customers

I am delighted to see the book Strategic Marketing Management in Asia with a South Asia emphasis (one of the largest population centers in the world) that describes problems and challenges faced by organizations and firms in the region. The contribution of the book is indeed invaluable and will serve to inform localized strategy combined with generalized principles to add relevance to the study of markets and marketing.

Abdul Mannan, Chairman,University Grants Commission,Bangladesh

STRATEGIC MARKETING MANAGEMENT IN ASIA

Case Studies and Lessons across Industries

FOREWORD BY

JAIDEEP PRABHU

University of Cambridge, UK

ENDORSEMENTS BY

JAGDISH SHETH

Emory University, USA

KASTURI RANGAN

Harvard Business School, USA

ABDUL MANNAN

University Grants Commission, Bangladesh

EDITED BY

SYED SAAD ANDALEEB

Pennsylvania State University, USA; BRAC University, Bangladesh

KHALID HASAN

The Nielsen Company; ResInt Canada

United Kingdom North America Japan
India Malaysia China

Emerald Group Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2017

Copyright 2017 Emerald Group Publishing Limited

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78635-746-5 (Print)

ISBN: 978-1-78635-745-8 (Online)

Dedicated to the extraordinary Marketing educators and practitioners in the Asian region who continue to inspire marketing thinking; and to my wife and friend, Shahnaz, for her unconditional support of our endeavor to bring strategic marketing management in Asia to the reader.

Syed Saad Andaleeb

Dedicated to all who have come into my life and inspired, touched, and illuminated it with positive energy. And to Nazmun, my wife, and Tasnia and Abid, my children, who stood by with love and caring which inspired me to work on this book to help create a better world for future generations!

Khalid Hasan

The Editors and the Publisher express with deepest and heartfelt condolences that Professor Uditha Liyanage passed away recently. Our thoughts and prayers are with him and his loving family.

Chapter 1

Case: Marketing Management

IT Industry of Bangladesh In Search of Marketing Success

Syed Ferhat Anwar

Chapter 2

Case: Marketing Environment

Maybank Group Malaysia

Geok Theng Lau

Chapter 3

Case 1: Strategic Planning and Marketing Models

Vietnams Mobile Phone Market: Strategic Choices for Operators

Khandoker Mahmudur Rahman

Case 2: Strategic Planning and Marketing Models

Veen there, done that! Strategic Story of Veen Water in India

Khandoker Mahmudur Rahman

Chapter 4

Case 1: Qualitative Research

Qualitative and Visual Consumer Insights in Asian Markets

Russell Belk1

Case 2: Quantitative Research

Tackling Corruption: Research Method Controversy

Syed Saad Andaleeb

Chapter 5

Case: Consumer Behavior

Diva the Rural Sri Lankan Laundry Queen

Shiraz Latiff

Chapter 6

Case 1: Segmentation, Targeting, and Positioning

Square Toiletries Ltd & Senora: Overcoming Cultural Taboos

Syed Saad Andaleeb

Case 2: Segmentation, Targeting, and Positioning

Japans Most Successful Automobile Brand

Al Ries

Chapter 7

Case: Product Decisions

Tata Nano and Bajaj Scooter Milestones in Indian Auto Market