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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.
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Previews available in: English
Edition | Availability |
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Think ASEAN! Rethinking Marketing toward ASEAN Community 2015
December 18, 2006, McGraw-Hill Education (Asia), McGraw-Hill
Hardcover
in English
0071254056 9780071254052
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Think ASEAN! Rethinking Marketing toward ASEAN Community 2015
December 18, 2006, McGraw-Hill Education (Asia)
Hardcover
in English
- First Edition edition
0071254056 9780071254052
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- Created April 30, 2008
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January 2, 2024 | Edited by bitnapper | merge authors |
August 12, 2010 | Edited by IdentifierBot | added LibraryThing ID |
April 24, 2010 | Edited by Open Library Bot | Fixed duplicate goodreads IDs. |
April 16, 2010 | Edited by bgimpertBot | Added goodreads ID. |
April 30, 2008 | Created by an anonymous user | Imported from amazon.com record |