亚洲营销反思 Think Asean!

亚洲营销反思 Think Asean!

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作者: Philip Kotler 著

出版社: Oversea Publishing House

出版时间: 2006-12

版次: 1

ISBN: 9780071254052

定价: 170.00

装帧: 精装

开本: 16开

纸张: 胶版纸

页数: 192页

分类: 外文古旧书>英文书>管理

Think ASEAN! explores how companies should think of ASEAN as one borderless market that requires different marketing strategies to capture. It offers fresh perspectives to marketers all over the region on the upcoming trends of regionalization that can cause significant changes in future marketing activities. It argues that ASEAN marketers should not only be concerned about their local or global but also their regional marketing activities. The book contains three parts. Part I describes the landscape of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III discuss companies that have been very successful in implementing ASEAN Marketing. Part II looks at short cases of companies to explore their core marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more comprehensive cases of selected companies including AirAsia and Yamaha. Foreword I

Foreword II

Preface

Acknowledgments

Executive Summary: Forget the World, Think ASEAN,Act Local

Part I ASEAN from the Top

  Chapter1  Digital Technology in ASEAN

　Chapter2  Impact of Globalization on ASEAN

　Chapter3  The Future Market of ASEAN

　Chapter4  Compete for ASEAN Customers

Part II Lessons from ASEAN Marketing Companies

　Chapter 5  Watch out for the Local Champions

  　Bengawan Solo

    Dji Sam Soe

    Goldilocks

    MBF Cards

    Bangkok Hospital

    Number One Tonic Drink in Vietnam

　Chapter 6  Learn from the Locals Going ASEA}q

    Extra Joss

    Royal Selangor

    San Miguel

    Eu Yan Sang

    Black Canyon

　Chapter 7 Be　Inspired by Mu\'itinationals Focusing on ASEAN

    3M

    Kinokuniya

    Samsung

Part III   ASEAN Marketing in Practice

　Chapter 8  ASEAN Vision, Local Action

    Air Asia

    BreadTalk

    Kijang

　Chapter 9  Global Value, ASEAN Strategy, Local Tactic

    Hewlett-Packard

    Yamaha

Index
内容简介:
Think ASEAN! explores how companies should think of ASEAN as one borderless market that requires different marketing strategies to capture. It offers fresh perspectives to marketers all over the region on the upcoming trends of regionalization that can cause significant changes in future marketing activities. It argues that ASEAN marketers should not only be concerned about their local or global but also their regional marketing activities. The book contains three parts. Part I describes the landscape of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III discuss companies that have been very successful in implementing ASEAN Marketing. Part II looks at short cases of companies to explore their core marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more comprehensive cases of selected companies including AirAsia and Yamaha.
目录:
Foreword I

Foreword II

Preface

Acknowledgments

Executive Summary: Forget the World, Think ASEAN,Act Local

Part I ASEAN from the Top

  Chapter1  Digital Technology in ASEAN

　Chapter2  Impact of Globalization on ASEAN

　Chapter3  The Future Market of ASEAN

　Chapter4  Compete for ASEAN Customers

Part II Lessons from ASEAN Marketing Companies

　Chapter 5  Watch out for the Local Champions

  　Bengawan Solo

    Dji Sam Soe

    Goldilocks

    MBF Cards

    Bangkok Hospital

    Number One Tonic Drink in Vietnam

　Chapter 6  Learn from the Locals Going ASEA}q

    Extra Joss

    Royal Selangor

    San Miguel

    Eu Yan Sang

    Black Canyon

　Chapter 7 Be　Inspired by Mu\'itinationals Focusing on ASEAN

    3M

    Kinokuniya

    Samsung

Part III   ASEAN Marketing in Practice

　Chapter 8  ASEAN Vision, Local Action

    Air Asia

    BreadTalk

    Kijang

　Chapter 9  Global Value, ASEAN Strategy, Local Tactic

    Hewlett-Packard

    Yamaha

Index

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THINK ASEAN! 亚洲营销反思 Philip Kotler

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