大M, 小m
2003-12
John Wiley & Sons Inc
Ketchum, David
220
BIG M, little m Marketing: New Strategies for a New Asia is a call to action for marketers in Asia to re-think their strategies (Big M Marketing), the tactics used (little m Marketing), and how the two are brought together. Factors such as the arrival of the WTO in China and Taiwan, growing transparency in business practices, and the impact of reforms following the 1997 financial crisis are rapidly and permanently altering the marketing landscape in Asia. The Pace of change is accelerating and many companies are only now awakening to the new competitive realities. With the right mix of BIG M and little m Marketing, any company or brand can transcend such entrenched interests as existing distribution networks, family relationships, and government bureaucracy. Author David Ketchum draws on his extensive experience as a marketer and a consultant in the region to guide readers across the BIG M, little m Marketing Map, and help marketers plot their own course. The book shows the way forward for companies to gain competitive advantage by bringing global best practice to bear in ways that meet Asia’s specific business environment and customer needs. The book is packed with practical insights, real life examples and useful tools.
David Ketchum is Founder and Chief Executive Officer of Upstream Asia. He specializes in brand building, marketing and corporate communications in Asia-Pacific. He first came to the region in 1991 as vice president, Greater China director of marketing for
Acknowledgments1 Preface2 Introduction3 BIG M, little m Marketing4 Asian Sense and Business Sensibility Confucianism Tracing the Chinese Networks Putting Marketing in Context Relationships Marketing Management Decision Making5 The Compass The "BIG M'- strategy The "little m'- tactics Integration bringing BIG M and little m Marketing together Marketing defined Identifying and anticipating customer needs Being profitable6 The Map Dreamers Mm Winners Doers Duds BIO M, little m Companies in Asia Today Trends and the Future7 Eight Signposts to Success EAT THE ELEPHANT ONE BITE AT A TIME UNDERPROMISE AND OVER DELIVER EMBRACE YOUR WEAKNESSES THE VISION THING MOVE UPSTREAM GO, GO, GO! IT'S THE CUSTOMER, STUPID STEAL THE WHEEL!8 Navigation Tools BIG M, little m Marketing Orienteering BIG M Marketing Tools - The Keys to Competitive Advantage little m Marketing Toolbox BIG M, little m Integration Check See What the Rest of the World Is Doing9 Afte rword10 Sources and Notes Companies mentioned in this book Sources and Notes Bibliography11 Index
