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Think ASEAN! Rethinking Marketing Toward ASEAN Community 2015
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.
Hardcover
First published August 31, 2012
7 people are currently reading
138 people want to read
About the author
Philip Kotler
578 books1,339 followersProfessor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
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Displaying 1 - 5 of 5 reviews
March 3, 2015
A New Perspective of Marketing in Asean
THIS is the second edition of the bestseller Think Asean which was put together by the same three marketing gurus.
In the market, there are numerous marketing books that tend to look more at the successes of the West than the East. This is rather sad as there are numerous successes in Asean that have been overlooked until now.
This book analyses various companies ranging from AirAsia, Jollibee, to even Kinokuniya. The variety of industries covered (ranging from retail to manufacturing) makes this book an interesting read.
In my humble opinion, this should be required reading for Asean companies who are exploring ways to esta-blish themselves as the next brand name.
The book is divided into three parts. The first part looks at the New Asean Business Landscape. Part two is divided into three chapters: Local Champions, Local Champions going Asean, and Multinationals Focusing on Asean.
Part two analyses how these various companies ‘won’ and continue to win in the new Asean. Brand names like OldTown White Coffee, Telkomsel, and X-mini are listed as brief case studies amongst bigger players like AirAsia and multinationals like Samsung. These stories are written up like mini case studies and give fantastic insights on how the companies have grown thus far.
For me however, the most interesting segment is part three, especially chapter eight, which looks at the Asean Vision, Local Action, and chapter nine, which looks at Global Value, Asean Strategy, and Local Tactics.
The authors dive deeper into six particular organisations, namely: Garuda Indonesia, CIMB, Zalora, Proctor & Gamble, Inditex, and Honda. They look at how to bring the global market to their customers, localisation, and looking at the ups and downs of marketing, and the like. These case studies provide more meat for organisations that are looking at ways to expand their branding and marketing in Asia.
Fortunately, the book is not as dry as I had initially assumed. With thought-provoking insights and three top marketing experts guiding you through, what more can one looking for Asean marketing advice ask for?
http://m360.sim.edu.sg/article/Pages/...
THIS is the second edition of the bestseller Think Asean which was put together by the same three marketing gurus.
In the market, there are numerous marketing books that tend to look more at the successes of the West than the East. This is rather sad as there are numerous successes in Asean that have been overlooked until now.
This book analyses various companies ranging from AirAsia, Jollibee, to even Kinokuniya. The variety of industries covered (ranging from retail to manufacturing) makes this book an interesting read.
In my humble opinion, this should be required reading for Asean companies who are exploring ways to esta-blish themselves as the next brand name.
The book is divided into three parts. The first part looks at the New Asean Business Landscape. Part two is divided into three chapters: Local Champions, Local Champions going Asean, and Multinationals Focusing on Asean.
Part two analyses how these various companies ‘won’ and continue to win in the new Asean. Brand names like OldTown White Coffee, Telkomsel, and X-mini are listed as brief case studies amongst bigger players like AirAsia and multinationals like Samsung. These stories are written up like mini case studies and give fantastic insights on how the companies have grown thus far.
For me however, the most interesting segment is part three, especially chapter eight, which looks at the Asean Vision, Local Action, and chapter nine, which looks at Global Value, Asean Strategy, and Local Tactics.
The authors dive deeper into six particular organisations, namely: Garuda Indonesia, CIMB, Zalora, Proctor & Gamble, Inditex, and Honda. They look at how to bring the global market to their customers, localisation, and looking at the ups and downs of marketing, and the like. These case studies provide more meat for organisations that are looking at ways to expand their branding and marketing in Asia.
Fortunately, the book is not as dry as I had initially assumed. With thought-provoking insights and three top marketing experts guiding you through, what more can one looking for Asean marketing advice ask for?
http://m360.sim.edu.sg/article/Pages/...
July 26, 2016
Reading hasn't been this torture to me!(except for textbooks lol) But I've finished it finally and I think this's quite good not only for business owners but also for students like me who want to learn more about ASEAN.The translation is quite confusing though.I suggest you read the English version.
December 26, 2014
see issue 1 2015 today's manager...
Want to read
February 3, 2015good
August 13, 2017
243 - 2016
Displaying 1 - 5 of 5 reviews