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thesgtrekkiereads's review
4.0
A New Perspective of Marketing in Asean
THIS is the second edition of the bestseller Think Asean which was put together by the same three marketing gurus.
In the market, there are numerous marketing books that tend to look more at the successes of the West than the East. This is rather sad as there are numerous successes in Asean that have been overlooked until now.
This book analyses various companies ranging from AirAsia, Jollibee, to even Kinokuniya. The variety of industries covered (ranging from retail to manufacturing) makes this book an interesting read.
In my humble opinion, this should be required reading for Asean companies who are exploring ways to esta-blish themselves as the next brand name.
The book is divided into three parts. The first part looks at the New Asean Business Landscape. Part two is divided into three chapters: Local Champions, Local Champions going Asean, and Multinationals Focusing on Asean.
Part two analyses how these various companies ‘won’ and continue to win in the new Asean. Brand names like OldTown White Coffee, Telkomsel, and X-mini are listed as brief case studies amongst bigger players like AirAsia and multinationals like Samsung. These stories are written up like mini case studies and give fantastic insights on how the companies have grown thus far.
For me however, the most interesting segment is part three, especially chapter eight, which looks at the Asean Vision, Local Action, and chapter nine, which looks at Global Value, Asean Strategy, and Local Tactics.
The authors dive deeper into six particular organisations, namely: Garuda Indonesia, CIMB, Zalora, Proctor & Gamble, Inditex, and Honda. They look at how to bring the global market to their customers, localisation, and looking at the ups and downs of marketing, and the like. These case studies provide more meat for organisations that are looking at ways to expand their branding and marketing in Asia.
Fortunately, the book is not as dry as I had initially assumed. With thought-provoking insights and three top marketing experts guiding you through, what more can one looking for Asean marketing advice ask for?
http://m360.sim.edu.sg/article/Pages/Think-New-Asean.aspx
THIS is the second edition of the bestseller Think Asean which was put together by the same three marketing gurus.
In the market, there are numerous marketing books that tend to look more at the successes of the West than the East. This is rather sad as there are numerous successes in Asean that have been overlooked until now.
This book analyses various companies ranging from AirAsia, Jollibee, to even Kinokuniya. The variety of industries covered (ranging from retail to manufacturing) makes this book an interesting read.
In my humble opinion, this should be required reading for Asean companies who are exploring ways to esta-blish themselves as the next brand name.
The book is divided into three parts. The first part looks at the New Asean Business Landscape. Part two is divided into three chapters: Local Champions, Local Champions going Asean, and Multinationals Focusing on Asean.
Part two analyses how these various companies ‘won’ and continue to win in the new Asean. Brand names like OldTown White Coffee, Telkomsel, and X-mini are listed as brief case studies amongst bigger players like AirAsia and multinationals like Samsung. These stories are written up like mini case studies and give fantastic insights on how the companies have grown thus far.
For me however, the most interesting segment is part three, especially chapter eight, which looks at the Asean Vision, Local Action, and chapter nine, which looks at Global Value, Asean Strategy, and Local Tactics.
The authors dive deeper into six particular organisations, namely: Garuda Indonesia, CIMB, Zalora, Proctor & Gamble, Inditex, and Honda. They look at how to bring the global market to their customers, localisation, and looking at the ups and downs of marketing, and the like. These case studies provide more meat for organisations that are looking at ways to expand their branding and marketing in Asia.
Fortunately, the book is not as dry as I had initially assumed. With thought-provoking insights and three top marketing experts guiding you through, what more can one looking for Asean marketing advice ask for?
http://m360.sim.edu.sg/article/Pages/Think-New-Asean.aspx
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