Hong Kong Management Cases in Marketing

Until recently, very few case books are written about Hong Kong business situations. Most case books have drawn their materials from North America and Europe. There are very few which reflect the local situation familiar to readers in Hong Kong. To remedy this situation, the Case Clearing House of Hong Kong has encouraged local authors to write cases based on true-to-life Hong Kong situations. In this volume, fourteen cases are selected from the library of the Case Clearing House. Areas covered include: marketing environment; marketing segmentation; product life cycle, research, and new product development; marketing mix; industrial marketing; marketing management and strategy; marketing policy; and market development. Managers will find the situations presented in the book similar to those they face in their work and will be able to learn from the discussions of the cases presented. Students will find the cases a useful means of enhancing their understanding of marketing practice in Hong Kong. The book is also serviceable to marketing professionals, who, from studying the cases, will be able to improve their marketing skills. A tutorial guide with comprehensive teaching notes is available separately from the publisher for teachers.