This course examines the conceptual and descriptive aspects of marketing management in East Asian countries and the challenges that global firms face in operating in the region. A comparative approach that acknowledges both similarities and differences among East Asian countries is adopted. Attention is given to such issues as market entry strategies, product adaptation, business-to-business negotiations and the influence of culture on consumer behaviour. Discussion focuses on Australia's important Asian commercial and trading partners: Japan, South Korea, Indonesia, Malaysia and China. Guest lecturers and case studies are used to highlight key points.