I am happy to see this book of cases which provides a South Asia perspective and includes cases from Afghanistan, Bangladesh, India, Nepal, Pakistan and Sri Lanka. The cases cover a wide range — from agriculture to manufactured products — from micro level decisions to macro oriented ones.—Philip Kotler
South Asia is rapidly becoming not only the world’s largest producer and consumer, but also the largest productive workforce. Marketers and policy makers everywhere are keen to understand how to exploit the dynamic transformations happening in these countries. This comprehensive book has been written with the explicit objective of increasing the contextual knowledge regarding marketing organizations, problems and practices in South Asia.
Divided into seven sections, this book focuses on the marketing perspective of South Asia and its future with the help of the cases. This book covers macro topics like how to develop a market and marketing institutions, as well as micro topics like branding and advertising strategies faced by the organizations operating in competitive and resource-challenged environments. While the problems and challenges described in each case reflect a situation unique to the organization, it also describes issues common to many developing countries. Each case has been written by authors with extensive academic and/or business experience in the region.
The book adopts a problem-solving approach through the analysis of case studies that can be used by undergraduate and postgraduate students of management at college and university levels. It is equally beneficial for practising managers and marketing professionals.
SYED FERHAT ANWAR is Professor of Marketing, Institute of Business Administration (IBA), University of Dhaka. Dr. Anwar is also the President of Bangladesh Institute of Marketing and Research (BIMR) and Founder Director of Consortium for Business Development Services (CBDS). His research interests are in the areas of marketing, research techniques, small business development and corporate social responsibility. |RUBY ROY DHOLAKIA is Professor of Marketing and E-Commerce in the College of Business Administration, University of Rhode Island (URI). Dr. Dholakia is also the Director of Research Institute for Telecommunications and Information Marketing (RITIM) at URI. Her research interests are in the areas of marketing and development, market acceptance of technology products and services, and consumer socialization processes.|KHALID HASAN is Managing Director, Nielsen Bangladesh (former ACNielsen). His research focuses on corporate strategy and policy, especially on the role of top management policy makers in diversified national and multinational organizations. He is also amongst the Board of Directors of American Chamber of Commerce in Bangladesh (AmCham) and International Business Forum of Bangladesh.
