点此进入淘宝搜索页搜索　　參考價格: 点此进入淘宝搜索页搜索
　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

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

 

 

免责声明：本文为网络用户发布，其观点仅代表作者个人观点，与本站无关，本站仅提供信息存储服务。文中陈述内容未经本站证实，其真实性、完整性、及时性本站不作任何保证或承诺，请读者仅作参考，并请自行核实相关内容。