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关键词：
Think Asean
书目信息
ISBN：
9780071254052（13位）
中图分类号：
F7
杜威分类号：
中文译名：
亚州市场引思
作者：
Kotler
编者：
语种：
English
出版信息
出版社：
McGraw-Hill
出版地：
出版年：
2006
版本：
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
Advertising/Marketing
前言：
摘要：
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.
目次：
Foreword I. Foreword II. Preface. Acknowledgments. Executive Summary: Forget the World, Think ASEAN, Act Local. Part I ASEAN from the Top. Chapter 1 Digital Technology in ASEAN. Chapter 2 Impact of Globalization on ASEAN. Chapter 3 The Future Market of ASEAN. Chapter 4 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 Locals Going ASEAN. Extra Joss. Royal Selangor. San Miguel. Eu Yan Sang. Black Canyon. Chapter 7 Be Inspired by Multinationals Focusing on ASEAN. 3M. Kinokuniya. Samsung. Part IIIASEAN Marketing in Practice. Chapter 8 ASEAN Vision, Local Action. AirAsia. BreadTalk. Kijang. Chapter 9 Global Value, ASEAN Strategy, Local Tactic. Hewlett-Packard. Yamaha. Index.
附录：
全文链接：
读者对象：
实体信息
页码：
208
装帧：
HARD
尺寸：
其它形态细节：
其它信息
原价：
USD
23.6000
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0071254056
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