THINK ASEAN! 亚洲营销反思
2008-1
0-07
Philip Kotler
192
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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 IForeword IIPrefaceAcknowledgmentsExecutive Summary: Forget the World, Think ASEAN,Act LocalPart 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 CustomersPart 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 SamsungPart 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 YamahaIndex
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