This textbook introduces the principles and practice of marketing management within an Asian context. It covers the role of marketing, strategic marketing planning, market research and insights, consumer behavior, segmentation and targeting, and brand management. It also addresses the development of products and services, pricing, marketing channels, and integrated marketing communications, including digital, social media, and mobile marketing. The final chapters deal with managing the marketing organization and conducting marketing responsibly for long-term success. Concepts are illustrated with examples and cases from Asian companies. Intended for undergraduate and graduate courses in marketing and management.