Abstract
I. UNDERSTANDING MARKETING MANAGEMENT. Case 1. Mary Kay Cosmetics: Asian Market Entry Case 2. The New Paper. Case 3. Milkpak Limited-International Joint Venture. Case 4. Diversification Strategy of Asahi Chemical Industry. Case 5. Telcom Wideband Services. II. ANALYZING MARKETING OPPORTUNITIES. Case 6. The Royal Hong Kong Jockey Club. Case 7. Beer Wars. Case 8. Astra Sports Inc.(A) Case 9. Coffee Products Sdn Bhd. Case 10. Giordano Holdings Limited. III. RESEARCHING AND SELECTING TARGET MARKETS. Case 11. Asian Food Importers of America. Case 12. Orbital Sciences Corporation: ORBCOMM. Case 13. The Social Development Unit. IV. DEVELOPING MARKET STRATEGIES. Case 14. Citibank Card Center. Case 15. Colgate "Soft N Shiny". Case 16. The Ruby Palace Hotel. Case 17. Daewoo Motor Company. Case 18. Toys R Us V. PLANNING MARKETING PROGRAMS. Case 19. Choufont-Salva, Inc. Case 20. P. T. Indofood Sukses Makmur. Case 21. Singapore Airlines. Case 22. Mountains of Moon Electric Company. Case 23. San Fabian Supply Company (Philippines). Case 24. 7-Eleven's 30-Hour Famine Campaign. VI. ORGANIZING, IMPLEMENTING, AND CONTROLING THE MARKETING EFFORT. Case 25. Bajaj Auto Ltd. Case 26. Acer. Statistical Overview of the Asia-Pacific Region.