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| Author | : M. Roll |
| Publisher | : Springer |
| Total Pages | : 356 |
| Release | : 2016-02-11 |
| Genre | : Business & Economics |
| ISBN | : 113735917X |
This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
| Author | : M. Roll |
| Publisher | : Springer |
| Total Pages | : 273 |
| Release | : 2005-10-17 |
| Genre | : Business & Economics |
| ISBN | : 0230513069 |
This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands
| Author | : Joseph Baladi |
| Publisher | : John Wiley & Sons |
| Total Pages | : 262 |
| Release | : 2011-02-16 |
| Genre | : Business & Economics |
| ISBN | : 0470826509 |
"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands." —Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association "A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere." —Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA "There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read." —Richard Eu, Group CEO, Eu Yan Sang International "The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart." —Maarten Kelder, Managing Partner (Asia), Monitor Group "A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!" —Ron Sim, Founder & CEO, OSIM International "Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline." —Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International "The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution." —Michael Newman, Author, 22 Irrefutable Laws of Advertising
| Author | : Anil K. Gupta |
| Publisher | : John Wiley & Sons |
| Total Pages | : 352 |
| Release | : 2012-05-23 |
| Genre | : Business & Economics |
| ISBN | : 1118282353 |
The multinational corporate guide for thriving in the Asian marketplace Led by China and India, the rise of emerging Asia is transforming the structure of the global economy. By 2025, if not sooner, China will almost certainly overtake the U.S. to become the world's largest economy. By then, India is likely to have overtaken Japan to become the world's third largest economy, after China and the U.S. Besides China and India, Asia also includes other fast-growing economies such as Indonesia, Malaysia, Philippines, Thailand, and Vietnam. Added together, by 2025, these developments are likely to make Asia's economy larger than those of the U.S. and Europe combined. It is clear that, for every large company, leadership in Asia is rapidly becoming critical for leadership globally. This important resource brings together the latest ideas and in-depth case analyses from leading academics and practitioners to provide a comprehensive guide to succeeding in Asia. Explores how to develop a strategy to benefit from new patterns of 21st century trade Explains how companies can fight and win against low-cost competition from Asian companies Shows how to transfer homegrown management practices to Asia Reveals how to safeguard the company's intellectual property in China Brings to light how to leverage India as a platform to revitalize the company's innovation capabilities A resource for competing in today's international market, this book offers executives and managers a guide for navigating the new global reality—that of Asia as the world's emerging center of gravity.
| Author | : Philip Kotler |
| Publisher | : World Scientific |
| Total Pages | : 345 |
| Release | : 2019-03-15 |
| Genre | : Business & Economics |
| ISBN | : 9813275480 |
Today's dynamic and uncertain environment has contributed to the changing nature of markets. In order for companies to keep up, they will need to embark on new wave marketing to ride the wave of opportunities provided by the changes in the environment, such as the digital revolution.This is critical all over the world, but none more so than in Asia. Asia is not only the world's biggest market, but also the fastest growing. It is therefore essential for marketers to understand the dynamics of Asian companies and what they have to offer to the wider world. This book analyzes competitive companies from 18 Asian countries that have successfully practiced new wave marketing and in so doing, provide invaluable lessons that others may find useful. Comprehensive case studies are used not only to describe how some of Asia's best companies compete, but also to analyze the concepts of new wave marketing their actions are based on. This book is unique in its depth and breadth of cases, from companies in the ASEAN region to North-east Asia, including Mongolia and SAARC.The authors of this book, Professor Philip Kotler, arguably the Father of Modern Marketing, Hermawan Kartajaya from Indonesia, and Hooi Den Huan from Singapore, are all experts in their field and have previously produced other bestsellers. This book, with its focus on real life examples of competitive Asian companies in the age of digitalization, complements the principles and theoretical frameworks of new wave marketing that are detailed in its sister book, . Together, these books provide a comprehensive picture of the changing Asian marketing landscape.
| Author | : Tim Andrews |
| Publisher | : Taylor & Francis |
| Total Pages | : 238 |
| Release | : 2017-05-18 |
| Genre | : Business & Economics |
| ISBN | : 1351756842 |
In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. Replete with anecdotes, interviews and case studies, Andrews and Chew provide an insightful, detailed and timely examination for all those interested in today’s primary corporate preoccupation set in the world’s most exciting marketplace.
| Author | : Syed Saad Andaleeb |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 589 |
| Release | : 2016-12-22 |
| Genre | : Business & Economics |
| ISBN | : 1786357453 |
With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses.
| Author | : 장대련(DEA RYUN CHANG) |
| Publisher | : Yonsei University Press |
| Total Pages | : 464 |
| Release | : 2015-09-07 |
| Genre | : Social Science |
| ISBN | : 8968501076 |
눈높이 연마하기: 아시아 마케팅의 접근을 위한 예술과 과학 세계에서 가장 높은 성장률을 자랑하는 아시아에서 마케팅은 과연 어떻게 접근해야 하는 것인가? 본 저서, [눈높이 연마하기]는 바로 그 과제에 대한 해법을 제공한다. [눈높이]는 한국말로 단순히 사람이 바라보는 수준으로 이해가 되지만 본 저서에서는 이 보다 더 넓은 의미로 마케팅의 본질을 뜻한다. 즉 본 저서는 기업이 소비자들의 관점을 이해하면 시장을 더 쉽게 헤아릴 수 있다는 철학을 담고 있다. 저자는 [눈높이 연마하기]를 통하여 근 30년간 마케팅 강의, 연구, 기업 자문 활동으로 터득한 경험과 인사이트를 독자들과 공유 한다. 저자는 한국 외에 필란드, 호주, 홍콩, 싱가포르 등에서 강의를 하였을 뿐만 아니라 어렸을 때 외교관 자녀로써 여러 국가에서 성장하였다. 이 같은 종합적 경험으로 저자는 다양한 환경에서 [눈높이]를 맞출 수 있는 글로벌한 안목을 키웠다. 본 저서는 딱딱한 이론에만 치우쳐져 있지 않고 저자의 풍부한 경험담과 마케팅 일화를 담고 있다. [눈높이 연마하기]는 마케팅 실무는 물론 개인 브랜딩을 하려는 독자에게도 유익한 지침서가 될 수 있다. 또한 보너스로 저자가 지난 5년간 수시로 기고한 Harvard Business Review Online 경영논평과 아시아 마케팅 관련 주요 논문과 사례가 포함되어 있다. 본서를 토대로 저자는 세계 제일 큰 공개인터넷강의(MOOC) 사이트인 코세라(coursera.org)에 “International Marketing in Asia”라는 강의를 개설하였고 170여 개의 국가에서 본 강의가 수강되고 있다. PART I WHAT IS MARKETING PART II MARKETING STRATEGY PART III CUSTOMER CATEGORIES in Asian Marketing PART IV MARKET SELECTION PART V MARKET SELECTION PART VI / APPENDIX HBR BLOGS & READINGS Mastering Noon Nopi: The Art & Science of Marketing in Asia How does one approach Marketing in Asia, the fastest growing economic region in the world? That is the key question that is answered in “Mastering Noon Nopi: The Art & Science of Marketing in Asia.” Noon Nopi, a word from Korean, means “Eye Level” but the author uses it more broadly to signify the essence of Marketing. The Noon Nopi concept is used throughout the book to convey how companies need to understand their markets through the lenses of consumers. The author brings nearly 30 years of teaching, research and consulting experience and insight about Marketing into the book. He has taught Marketing in Korea, Finland, Australia, Hong Kong and Singapore. He was also raised as a child of diplomats and lived in many countries. The combined experience therefore allows the author to have a unique global perspective of how the “Eye Level” matching can be achieved. The author offers rich personal accounts and anecdotes to illustrate how one’s ability to fine tune his or her “Noon Nopi” can be an asset not just in business but also in life such as in individual branding. Even though the book is focused on Asia, many of the analytical tools offered in “Noon Nopi” can be applied to marketing problems anywhere. As an added bonus, the book includes the author’s many Harvard Business Review Online opinion pieces as well as a key article and case on Asian Marketing. The author has now launched a MOOC (Massive Open Online Course) called “International Marketing in Asia” based on this book on the world’s largest platform Coursera and has learners from over 170 countries.
| Author | : Karen Kang |
| Publisher | : Branding Pays Media |
| Total Pages | : 208 |
| Release | : 2013-02 |
| Genre | : |
| ISBN | : 9780988437524 |
Globalization and social media have made the world smaller, more connected and infinitely more competitive. The world has changed. Have you? If you don't have the package that will take you to the next level of your career, you need to reinvent your personal brand. BrandingPays(TM), a practical guide to strategic personal branding, will help you refocus your skills and experience so you are the best candidate for the job, career and business opportunities that you desire. Perfect for professionals, entrepreneurs and college students, the step-by-step BrandingPays methodology has been proven in Fortune 500 companies and leading business schools. Former Regis McKenna Inc. Partner Karen Kang builds upon concepts and techniques from the legendary marketing firm that created and launched the Apple brand.
| Author | : Alvin Lee |
| Publisher | : Routledge |
| Total Pages | : 264 |
| Release | : 2015-03-02 |
| Genre | : Business & Economics |
| ISBN | : 1317525221 |
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
