Rethinking Marketing: Sustainable Marketing Enterprise in Asia

Overview

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply...

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Overview

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.

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Product Details

  • ISBN-13: 9789810677947
  • Publisher: FT Press
  • Publication date: 12/25/2012
  • Edition number: 2
  • Pages: 240
  • Product dimensions: 5.90 (w) x 9.00 (h) x 0.60 (d)

Meet the Author


Philip Kotler is the S.C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University. He has authored over 45 marketing books and has published over 130 articles in leading journals, and is a recipient of many marketing awards and honorary doctorates.

Hermawan Kartajaya is the Founder and President of MarkPlus, Inc., a leading strategy consulting firm in Indonesia, and is also a co-author with Philip Kotler for the Asian bestseller, Repositioning Asia: From Bubble to Sustainable Economy. He is also the President of the World Marketing Association.

Hooi Den Huan is Associate Dean (Corporate Services) and an Associate Professor at the Nanyang Business School. He is an elected Fellow of the Pan Pacific Business Association, and was a Visiting Scholar at the Sloan School of Management, MIT.

Sandra Liu is a faculty member with Purdue University and an elected Fellow of the Hong Kong Institute of Marketing. She has authored a number of books and journal articles and was a Visiting Scholar at the Kellogg Graduate School of Management, Northwestern University.

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Table of Contents


List of Case Studies
About the Authors
About the Philip Kotler Center for ASEAN Marketing
Preface
Foreword
Introduction – About the Sustainable Marketi-ing Enterprise Model

Part 1 Sustainable
Chapter 1 Drive Your Sustainability Loop
Part 2 Market-ing
Chapter 2 Analyse Your Landscape
Chapter 3 Design Your Architecture

• Strategy : “How to Win the Mind Share”

• Tactic : “How to Win the Market Share”

• Value : “How to Win the Hear Share”
Chapter 4 Balance Your Scorecard
Part 3 Enterprise
Chapter 5 Build Your Inspiration, Culture and Institution

• Inspiration

• Culture

• Institution
Epilogue – Putting it All Together
Appendix 1 – The Asian Landscape
Appendix 2 – Generic Architecture for Facing the Crisis

List of Case Studies:
Chapter 1 Drive Your Sustainability Loop
1.1 SM Prime Holdings Inc : Malling as a Way of Life
Chapter 2 Analyse Your Landscape
2.1 Asian Paradox : Universalization vs Fortification
2.2 Changi International Airport

Chapter 3 Design Your Architecture
3.1 Dell’s Positioning – Differentiation – Brand Virtuous Cycle
3.2 Competing for the Asian Travellers
3.3 Sing Tel
3.4 My Majesty – The Urban Commuter
3.5 Secret Recipe – Secrets of Success
3.6 Better than Hotel, More than a Home…
3.7 AirAsia’s Pricing Strategy : the Enabler of its Ethos – Now Everyone Can Fly
3.8 Bajaj Auto : Vrooming across Global Highways
3.9 Amway – Selling the AMerican WAY in Asia?
3.10 Tiens Group
3.11 Jollibee: The Taste that Conquered a Nation
3.12 The Popular Quotient
3.13 Lenovo – The Challenge of Global Branding
3.14 Café de Coral Holdings Pte Ltd

Chapter 5 Build Your Inspiration, Culture and Institution
5.1 Big Dreams and a Bright Beam for Indonesia
5.2 Matsushita : The “Nobel Prize” Company
5.3 Tan Tock Seng Hospital

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