Cases In Marketing: A Singapore Perspective
Authors: Zafar U. Ahmed and Thomas Tan Tsu-Wee
Publisher: Prentice Hall (Sprint Print)	Format: pbk, 201 pages
ISBN: 9814058246	Copyright: 2000

PREFACE|WHERE TO BUY?

Singapore's vibrant economy, socio-political stability and high per capita income have shaped its competitive business environment and the nature of its business and marketing systems. Its two major universities, Nanyang Technological University and National University of Singapore are setting global standards of' academic excellence for emulation by others across the Association of' Southeast Asian Nations (ASEAN). The new Singapore Management Uniiversity promises to usher in a new era in the delivery of business education in the city state from July 2000.

Singapore business students have felt the need of a book focusing on the marketing problems and issues in their own country for many years. Marketing academics have also felt the need of' providing local context in the delivery of marketing education. This casebook is a modest attempt to meet this need.

All the 20 cases developed for this book have been written from the standpoint of simplicity of issues, applicability of marketing principles to the local problems, and comprehension of fundamentals of marketing as an academic discipline. Since the target markets of the book are undergraduates enrolled in basic marketing course(s), care has been taken not to indulge in complex marketing issues, the domain of higher and graduate level marketing courses.



PREFACE|WHERE TO BUY?

Mailing address :		Pearson Education Asia Pte Ltd (Prentice Hall, Longman, Addison Wesley) 317 Alexandra Road, #04-01, IKEA Building Singapore 159965
Tel:		(+65) 6476 4688
Fax:		(+65) 6378 0370
Email:		asia@pearsoned.com.sg