亚洲营销反思 Think Asean!

ThinkASEAN!exploreshowcompaniesshouldthinkofASEANasoneborderlessmarketthatrequiresdifferentmarketingstrategiestocapture.Itoffersfreshperspectivestomarketersallovertheregionontheupcomingtrendsofregionalizationthatcancausesignificantchangesinfuturemarketingactivities.ItarguesthatASEANmarketersshouldnotonlybeconcernedabouttheirlocalorglobalbutalsotheirregionalmarketingactivities.Thebookcontainsthreeparts.PartIdescribesthelandscapeofASEANandexplainsclearlywhyASEANmarketingisneeded.PartsIIandIIIdiscusscompaniesthathavebeenverysuccessfulinimplementingASEANMarketing.PartIIlooksatshortcasesofcompaniestoexploretheircoremarketingstrategies;thesecompaniesincludeBengawanSolo(Singapore),DjiSamSoe(Indonesia),Goldilocks(thePhilippines),RoyalSelangor(Malaysia),BlackCanyon(Thailand)andNumberOneTonicDrink(Vietnam).PartIIIcontainsmorecomprehensivecasesofselectedcompaniesincludingAirAsiaandYamaha.