A MESSAGE FROM THE AUTHORS

It is difficult to imagine a more dynamic and exciting time for students and instructors, particularly those who are interested in the field of marketing! Each day brings new products, services, technologies, and ideas to the marketplace. You may have observed the growing interest in social networking, environmental sustainability, mobile technologies, the economic growth of China and India, YouTube, iPhones, millennial entrepreneurs, blogs, interactive advertising, social responsibility, and many other new aspects of business. Tomorrow will most certainly add to the list!

As marketing professors we appreciate the opportunity to share our enthusiasm for the field of marketing with you, and to explore the opportunities and challenges the field of marketing will present to all of us as consumers, managers, and students. Marketing in Asia is designed to (1) build on the experience the first three authors have developed during the past eight editions of Marketing, the original text, (2) continue our leadership role in exploring new topics and perspectives, (3) offer pedagogical innovation that matches today’s educational demands, and (4) substantially include Asian examples and case studies, so Asian students can appreciate the applications of these marketing concepts and see local companies in their countries in marketing action. We have worked diligently to ensure that the time you invest in Marketing in Asia will provide the most up-to-date, comprehensive, engaging, and integrated learning experience available from any text.

Marketing in Asia continues to use an active-learning approach to bring traditional theories and contemporary concepts to life. You’ll find yourself immersed in discussions, examples, and cases based on familiar companies, brands, and products. Feedback from students and instructors from around the world has reinforced our commitment to this approach. We are thrilled that Marketing (the U.S. edition of Marketing in Asia ) has become the best-selling principles of marketing text in the United States, and, through translations into eight other languages, around the world.

We hope you’ll enjoy reading and using our text, and that we’ve sparked your interest in additional learning and career pursuits in marketing!

Roger A. Kerin

Steven W. Hartley

William Rudelius

Lau Geok Theng