大M, 小m：新亚洲新营销战略BIG M LITTLE m: NEW MARKETING STRATEGIES FOR A NEWASIA
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作者： David Ket著
出 版 社： 吉林长白山
出版时间： 2003-12-1字数：版次： 1页数： 220印刷时间： 2003/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471479239包装： 精装内容简介
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.
作者简介
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 public relations company Burson-Marsteller based in Hong Kong. In 1994, he moved to Seoul to head Burson-Marsteller’s office in Korea for three year. He then joined Calvin Klein in 1996 as senior vice president, marketing and communications, responsible for marketing, advertising, promotions and public relations in the region.
Since 1999, he has focused on technology marketing and brand development as CEO of Upstream Asia. He is also founder of the Asia Digital Marketing Association. David has provided strategic counsel and managed corporate/marketing campaigns for such companies as AT&T, eBay, The Business Software Alliance, Calvin Klein, Citibank, CNN, General Motors, Intel, Microsoft MSN, Nortel Networks, Sun Microsystems and United Distillers.
Before coming to Asia, he held senior positions with Hill &Knowlton in New York and London, w here he oversaw Barclays Bank, DuPont, GTE Mobilnet, PepsiCo, and Polygram, among others. David began his career with Cunningham & Walsh Advertising in New York. He is a graduate of Haverford College (BA English and History) and Milton Academy in the US.
目录
Acknowledgments
1 Preface
2 Introduction
3 BIG M, little m Marketing
4 Asian Sense and Business Sensibility
Confucianism
Tracing the Chinese Networks
Putting Marketing in Context
Relationships
Marketing Management Decision Making
5 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 profitable
6 The Map
Dreamers
Mm Winners
Doers
Duds
BIO M, little m Companies in Asia Today
Trends and the Future
7 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 Doing
9 Afte rword
10 Sources and Notes
Companies mentioned in this book
Sources and Notes
Bibliography
11 Index
