Marketing in Asia is divided into five parts. Part 1, Initiating the Marketing Process, looks first at what marketing is and how it creates customer value and customer relationships (Chapter 1). Then Chapter 2 provides an overview of the strategic marketing process that occurs in an organization— which provides a framework for the text. Appendix A provides a sample marketing plan as a reference for students. Chapter 3 analyzes the five major environmental factors in our changing marketing environment, while Chapter 4 provides a framework for including ethical and social responsibility considerations in marketing decisions.

Part 2, Understanding Buyers and Markets, first describes, in Chapter 5, how individual consumers reach buying decisions. Next, Chapter 6 looks at organizational buyers and markets and how they make purchase decisions. And finally, in Chapter 7, the dynamics of world trade and the influence of cultural diversity on global marketing practices are explored.

In Part 3, Targeting Marketing Opportunities, the marketing research function and how information about prospective consumers is linked to marketing strategy and decisions are discussed in Chapter 8. The process of segmenting and targeting markets and positioning products appears in Chapter 9.

Part 4, Satisfying Marketing Opportunities, covers the marketing mix elements. The product element is divided into the natural chronological sequence of first developing new products and ser vices (Chapter 10) and then managing the existing products (Chapter 11) and services (Chapter 12). Pricing is covered in terms of underlying pricing analysis (Chapter 13), followed by actual price setting (Chapter 14), and Appendix B, Financial Aspects of Marketing. Three chapters address the place (distribution) aspects of marketing: Managing Marketing Channels and Wholesaling (Chapter 15), Integrating Supply Chain and Logistics Management (Chapter 16), and Retailing (Chapter 17). Retailing is a separate chapter because of its importance and interest as a career for many of today's students. Promotion is also covered in three chapters. Chapter 18 discusses integrated marketing communications and direct marketing, topics that have grown in importance in the marketing discipline recently. The primary forms of mass market communication— advertising, sales promotion, and public relations—are covered in Chapter 19. Personal selling and sales management are covered in Chapter 20.

Part 5, Managing the Marketing Process, discusses issues and techniques related to interactive marketing technologies and the strategic marketing process. Chapter 21 describes how interactive and multichannel marketing influences customer value and the customer experience through context, content, community, customization, connectivity, and commerce. Chapter 22 expands on Chapter 2 to describe specific techniques and issues related to blending the four marketing mix elements to plan, implement, and evaluate marketing programs.

The book closes with several useful supplemental sections. Appendix C, Planning a Career in Marketing, discusses marketing jobs and how to get them, and Appendix D provides 15 supplementary cases. In addition, a detailed glossary, an answer key to the Learning Review questions, and three indexes (name, company/product, and subject) complete the book.