Book description
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.
Table of contents
- Title Page
- Copyright Page
- Contents
- List of Case Studies
- About the Authors
- About the Philip Kotler Center for ASEAN Marketing
- Preface
- Foreword
- Introduction
- Part I. Sustainable
-
Part II. Market-ing
- 2. Analyse Your Landscape
-
3. Design Your Architecture
- The Strategic Business Triangle
- Strategy: “How to Win the Mind Share”
- Segmentation: “View your Market Creatively”
- Targeting: “Allocate your Resources Effectively”
- Positioning: “Lead your Customer Credibly”
- Tactic: “How to Win the Market Share”
- Differentiation: “Integrate your Content, Context and Infrastructure”
- Marketing Mix: “Integrate your Offer and Access”
- Selling: “Integrate your Company, Customer and Relationship”
- Value: “How to Win the Heart Share”
- Brand: “Avoid the Commodity-Like Trap”
- Service: “Avoid the Business-Category Trap”
- Process: “Avoid the Function-Orientation Trap”
- Notes
- 4. Balance Your Scorecard
-
Part III. Enterprise
-
5. Build Your Inspiration, Culture and Institution
- Dream, Personality, Activity
- Yin-Yang and Hourglass Diagram
- Inspiration
- Inspiring Through Vision
- Building “Reason for Being” Through Mission
- Interpreting Philosophy With Goals And Business Scope
- Culture
- Harmonized Yin-Yang
- Strong Culture: Guiding, Bonding And Ruling
- Institution
- Total Model Of Enterprise
- Notes
- Epilogue
-
5. Build Your Inspiration, Culture and Institution
- Appendices
Product information
- Title: Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition
- Author(s):
- Release date: December 2012
- Publisher(s): Pearson
- ISBN: 9780133410150
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