Title:
Think ASEAN! : rethinking marketing toward ASEAN community 2015
Personal Author:
Publication Information:
Singapore : McGraw-Hill Education, 2007
Physical Description:
xiv, 192 p. : ill. ; 23 cm.
ISBN:
9780071254052
Subject Term:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
---|---|---|---|---|---|
Searching... | 30000010166682 | HF5415.12.A8 K57 2007 | Open Access Book | Book | Searching... |
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Summary
Summary
New Page 1 Overview
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. Features of This Book § Think ASEAN! is the first publication of the Philip Kotler Center for ASEAN Marketing. § Special foreword written by Ong Keng Yong, the Secretary-General of ASEAN § There are several marketing models developed by the authors e.g., the 4C Diamond sub-model and the Sustainable Model. § The 20 companies featured as case studies are excellent working models of companies that have used the positioning-differentiation-brand triangle successfully to market their brands.Table of Contents
Foreword I |
Foreword II |
Preface |
Acknowledgments |
Executive Summary: Forget the World, Think ASEAN, Act Local |
Part I ASEAN from the Top |
Chapter 1 Digital Technology in ASEAN |
Chapter 2 Impact of Globalization on ASEAN |
Chapter 3 The Future Market of ASEAN |
Chapter 4 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 Locals Going ASEAN |
Extra Joss |
Royal Selangor |
San Miguel |
Eu Yan Sang |
Black Canyon |
Chapter 7 Be Inspired by Multinationals Focusing on ASEAN 3M |
Kinokuniya |
Samsung |
Part III ASEAN Marketing in Practice |
Chapter 8 ASEAN Vision, Local Action |
AirAsia |
BreadTalk |
Kijang |
Chapter 9 Global Value, ASEAN Strategy, Local Tactic |
Hewlett-Packard |
Yamaha |
Index |