Ｐ．コトラー（共）著『ASEANマ－ケティング：成功企業の地域戦略とグロ－バル価値創造』（原書） Think ASEAN -- Hardback （ed）

Ｐ．コトラー（共）著『ASEANマ－ケティング：成功企業の地域戦略とグロ－バル価値創造』（原書）<br>Think ASEAN -- Hardback （ed）

Ｐ．コトラー（共）著『ASEANマ－ケティング：成功企業の地域戦略とグロ－バル価値創造』（原書）
Think ASEAN -- Hardback （ed）

Kotler, Philip/ Kartajaya, Hermawan/ Hooi, Den Huan

Mcgraw-hill Education - Europe（2006/12発売）

ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す

製本 Hardcover:ハードカバー版／ページ数 208 p.
商品コード 9780071254052

基本説明

邦訳：2007年・マグロウヒル・エデュケ－ション(日本出版貿易)。マーケティング理論の大家フィリップ・コトラーが、ASEAN市場で活躍しているアジア企業・多国籍企業の営業戦略を、マーケティングの視点から論じる。
With foreword written by Ong Keng Yong, the Secretary-General of ASEAN. Think ASEAN ! explores how companies should think of ASEAN as one borderless market that requires different marketing strategies to capture. Company case studies include; Bengawan Solo, Bangkok Hospital, 3M, Kinokuniya, Samsung, AirAsia, Hewlett-Packard, Yamaha, etc.

Full Description

OverviewThink 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 BookThink ASEAN! is the first publication of the Philip Kotler Center for ASEAN Marketing.Special foreword written by Ong Keng Yong, the Secretary-General of ASEANThere 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 ContentsForeword IForeword IIPrefaceAcknowledgmentsExecutive Summary: Forget the World, Think ASEAN, Act LocalPart I ASEAN from the TopChapter 1 Digital Technology in ASEANChapter 2 Impact of Globalization on ASEANChapter 3 The Future Market of ASEANChapter 4 Compete for ASEAN CustomersPart II Lessons from ASEAN Marketing CompaniesChapter 5 Watch out for the Local ChampionsBengawan SoloDji Sam SoeGoldilocksMBF CardsBangkok HospitalNumber One Tonic Drink in VietnamChapter 6 Learn from Locals Going ASEANExtra JossRoyal SelangorSan MiguelEu Yan SangBlack CanyonChapter 7 Be Inspired by Multinationals Focusing on ASEAN3MKinokuniyaSamsungPart III ASEAN Marketing in PracticeChapter 8 ASEAN Vision, Local ActionAirAsiaBreadTalkKijangChapter 9 Global Value, ASEAN Strategy, Local TacticHewlett-PackardYamahaIndexNER(01): WOW