THINK ASEAN! 亚洲营销反思
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作者： Philip Kotler著
出 版 社：
出版时间： 2008-2-2字数：版次： 1页数： 192印刷时间： 2008/02/01开本：印次：纸张： 胶版纸I S B N ： 9780071254052包装： 精装内容简介
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 BeInspired 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
