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Rethinking Marketing, 2nd Edition

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Rethinking Marketing, 2nd Edition

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eBook (Watermarked)

  • Your Price: $27.99
  • List Price: $34.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2013
  • Dimensions: 9 X 6
  • Pages: 240
  • Edition: 2nd
  • Book
  • ISBN-10: 981-06-7794-4
  • ISBN-13: 978-981-06-7794-7

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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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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