For principles of marketing courses that require a comprehensive text. The global marketplace has undergone explosive changes that have fundamentally transformed how we communicate, share information, access entertainment, and make transactions.Together, these developments have created a host of new opportunities for marketers seeking to engage customers and to create and capture customer value. The fifth edition of Principles of Marketing: An Asian Perspective continues to build on its signature customer engagement framework to provide a comprehensive and authoritative introduction to the Asian marketing landscape.With updated coverage in every chapter, this edition examines the latest trends in both traditional marketing as well as online, mobile, social media, and other digital marketing technologies. Balancing Asian and international brands across Asian and international contexts, the book is replete with vignettes, in-text examples, and cases that illustrate brand strategies and contemporary marketing issues.