Principles of Marketing: An Asian Perspective (4e) : 9781292089669

Principles of Marketing: An Asian Perspective (4e)

Kotler / Armstrong / Swee-Hoon / Siew-Me
Published by
Pearson Higher Ed USA
In stock
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For Principles of Marketing courses that require a comprehensive text.


Help students learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia. It helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers in Asia who make products and brands an integral part of their daily lives.


To help students in Asia understand how to create value and build customer relationships, the Asian Perspective presents fundamental marketing information within an innovative customer-value framework.


This textbook makes learning about and teaching Asian marketing easier and more exciting for both students and instructors by providing a variety of vignettes, up-to-date corporate examples, and relevant case studies.

Table of contents
  • Part 1: Defining Marketing and the Marketing Process 
  • 1. Marketing: Managing Profitable Customer Relationships 
  • 2. Company and Marketing Strategy: Partnering to Build Customer Relationships 
  • Part 2: Understanding the Marketplace and Consumer Value
  • 3. The Marketing Environment 
  • 4. Managing Marketing Information  
  • 5. Consumer Markets and Consumer Buyer Behavior 
  • 6. Business Markets and Business Buyer Behavior 
  • Part 3: Designing a Customer-Driven Strategy and Mix 
  • 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 
  • 8. Product, Services, and Branding Strategy 
  • 9. New-Product Development and Product Life-Cycle Strategies  
  • 10. Pricing Products: Understanding and Capturing Customer Value 
  • 11. Pricing Products: Pricing Strategies 
  • 12. Marketing Channels: Delivering Customer Value 
  • 13. Retailing and Wholesaling 
  • 14. Communicating Customer Value: Integrated Marketing Communications Strategy 
  • 15. Advertising and Public Relations 
  • 16. Personal Selling and Sales Promotion 
  • 17. Direct, Online, Social Media, and Mobile Marketing 
  • Part 4: Extending Marketing
  • 18. Creating Competitive Advantage 
  • 19. The Global Marketplace 
  • 20. Sustainable Marketing: Social Responsibility and Ethics 
  • Appendix 1: Marketing Plan 
  • Appendix 2: Marketing by the Numbers
New to this edition

About the book


Thoroughly revised to reflect the major trends impacting contemporary marketing, the fourth edition is packed with stories illustrating how Asian and international companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.


The cases cover companies from all over Asia, and the world, and industries ranging from cosmetics to automobiles. Some of the companies covered include UNIQLO, Taobao, Charles & Keith, BreadTalk, Daiso, and IKEA. Concise language and attractive visual aids are extensively used to enhance interest and understanding. Finally, the instructors’ resources have been improved to help with lesson planning and preparation.


Among the book’s outstanding features are:

·    contemporary Asian vignettes and corporate examples to give students a stronger understanding of marketing applications in Asia

·    relevant non-Asian corporate examples that help students draw lessons for Asian companies

·    Real Marketing highlights that provide in-depth look at actual marketing practices

·    Asian company cases that challenge students to apply marketing principles

·    exciting full-color visuals and study aids to reinforce key concepts and applications

·    a heightened focus on technology and ethics in marketing


Engage with customers using today’s digital and social media

·  Fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, the Internet of Things and more, have been updated, and new examples have been added.

·  NEW! 13 Chapter-opening vignettes have been added to this edition that offer an engaging, deeply developed, illustrated, and annotated marketing story for Asia, which introduces the chapter material and sparks student interest.


Help students learn, link, and apply major concepts with an innovative learning design

Enhance learning with the text’s active and integrative presentation, including annotated chapter-opening stories, chapter-opening objective outlines, author comments on major chapter sections, and end-of-chapter features that help to summarize important concepts and highlight important themes.

·    NEW! and UPDATED! End-of-chapter Company Cases have been added and revised, letting students across Asia apply what they’ve learned to actual company and brand situations.

·    Integrated chapter-opening preview sections start with a Chapter Preview, which briefly previews chapter concepts, links them with previous chapter concepts, and introduces the chapter-opening story.

·    Real-world marketing examples show concepts in action, and bring key course concepts to life. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.

·    Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Tencent, P&G, Eu Yan Sang, Xiaomi, and The Banyan Tree.


Foster sustainable marketing around the globe

·    Coverage throughout highlights the increasing importance of sustainable marketing that meet both the immediate and the future needs of customers, companies, and society as a whole.

·    Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets within Asia and without.

Features & benefits


Present five major themes using a clear and compelling customer-value approach

The text’s innovative customer-value and engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. From beginning to end, this marketing process model builds on five major customer value and engagement themes:

  • Creating value for customers in order to capture value in return
  • Engaging with customers using today’s digital and social media
  • Building and managing strong, value-creating brands
  • Measuring and managing return on marketing
  • Fostering sustainable marketing around the globe


Author biography

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world’s leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. The Principles of Marketing, An Asian Perspective have a team of leading Asian professors—Swee Hoon Ang, Chin Tiong Tan, and Oliver Hon-Ming Yau—using their skills, which are suited to writing an introductory marketing text for Asia, joining forces to deliver the best possible content for students in this field.


Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.


Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.”  A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the 21st century.


Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.


Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.


But Professor Armstrong’s first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campus-wide and Business School teaching awards. He is the only repeat recipient of school’s highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.


SWEE HOON ANG is an Associate Professor at the National University of Singapore (NUS) Business School. She received her PhD from the University of British Columbia. She was Visiting Professor at the University of California, Berkeley, Aalto University (then Helsinki School of Economics and Business Administration), and the China-Europe International Business School. She excels as an educator as evident by her receiving the university’s Teaching Excellence Awards thrice consecutively, putting her on the Honor Roll. Her sharing of knowledge has seen her undertake several consultancy projects and executive education seminars, some of which involved service quality evaluation, customer profiling, and feasibility studies. Her clients include Caterpillar, Citibank, Glaxo- Wellcome Pharmaceuticals, Johnson & Johnson Medical, Ministry of Health, Singapore Arts Center, Singapore Pools, and Wipro-Unza. Professor Ang is also co-author of Marketing Management: An Asian Perspective. She has published in Journal of Advertising, Journal of Cross-Cultural Psychology, Marketing Letters, and Social Indicators.

CHIN TIONG TAN is a Professor in Marketing and Senior Advisor to the President of the Singapore Management University. He was the founding Provost of Singapore Management University and the founding President of Singapore Institute of  Technology. Professor Tan received his PhD in Business from the Pennsylvania State University. He had taught in various programs globally over the years and was a Visiting Scholar at the Stanford Business School. He has published in Journal of Consumer Research, Journal of International Business Studies, Journal of Business and Industrial Marketing, International Marketing Review, European Journal of Marketing, and other international journals and conference proceedings. Professor Tan is also the co-author of Marketing Management: An Asian Perspective, New Asian Emperors: The Business Strategies Of the Overseas Chinese, The Chinese Tao of Business: The Logic of Successful Business Strategy, and Strategic Marketing Cases for 21st Century Asia. He was on the board of Citibank Singapore Ltd and other publicly listed companies in Singapore.

OLIVER HON-MING YAU is Chair Professor Emeritus of Marketing and Director of the Unit for Chinese Management Development, Faculty of Business at the City University of Hong Kong (CityU). He holds an International Teacher’s Certificate from CESA (now HEC), France, and a Ph.D. degree in marketing from the management Centre, Bradford University, England. He has held teaching and research positions in four continents, including South America, Australia, Europe and Asia. Before he joined CityU, he was with the Chinese University of Hong Kong, University of Queensland, and the University of Southern Queensland, Australia. He was appointed as a visiting or consulting professor by more than 10 major universities in Mainland China, Australia, Taiwan, and England.

He has published over 200 articles in refereed international journals and conferences, including the Journal of International Business Studies, Journal of International Marketing, Journal of Business Ethics, Journal of Business Research, and the European Journal of Marketing. He has also published more than 60 books in both Chinese and English. Being a renowned consultant in services and marketing research, he has assisted over 50 companies in various countries by conducting surveys and providing consulting and training services.

He is now a member of the editorial board for more than 10 international journals. He was the Chairman of the Southeast Asia Region of the Academy of International Business (AIBSEAR) and Honorary President of the Hong Kong Institute of Marketing. Currently, he is the advisor of the Hong Kong Professional Validation Council of Hong Kong Industries, and also an adviser of the Academy of Chinese Marketing.


SIEW MENG LEONG (1956-2013) was a Professor at the National University of Singapore (NUS) Business School. He received his MBA and PhD from the University of Wisconsin, Madison. A prolific researcher, he had been published in the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of International Business Studies, Marketing Letters, and other international journals. Always a consummate educator, he showed tenacity and dedication to his students while battling cancer by continuing to share his knowledge in his usual witty manner till two weeks before his passing. We at Pearson appreciate his professionalism, good nature, and collaboration. He will be missed.