Marketing Management: An Asian Perspective has been successful in offering a learning product that combines the excellent content that Kotler has done with examples and case studies from a relevant Asian viewpoint.

The 5th Edition builds on the strengths of the previous editions, with an emphasis on highlighting emerging market trends to help students stay relevant in today’s fast-changing marketing environment.

Marketing Management is typically taught through case studies, and is application-oriented. It is therefore important to showcase companies and brands that have been successful in their marketing strategies. An effort has been made to ensure that familiar Asian and international brands/companies are featured. This enables students relate to the analyses of these case studies and vignettes.