Marketing management : an Asian perspective is organized into six parts:

* Part I develops the societal, managerial, and strategic underpinnings of marketing theory and practice

* Part II presents concepts and tools for analyzing any market and marketing environment to discern oportunities

* Part III presents principles for measuring and forecasting markets and carrying out market segmentation and market targeting

* Part IV exemines issues in designing marketing strategies for companies in different market positions, global positions, and stages in the product life cycles.

* Part V deals with tactical marketing and how companies handle, or should handle, each element of the marketing mix - product, price, place, and promotion

* Part VI examines the administrative side of marketing, namely, how firms organize, implement, and control marketing efforts. It also furnishes an overview of the Asian marketplace.