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Think ASEAN: rethinking marketing towards ASEAN community 2015

Author: Kotler, Philip ; Kartajaya, Hermawan ; Hooi, Den HuanPublisher: McGraw-Hill, 2007.Language: EnglishDescription: 192 p. : Ill. ; 24 cm.ISBN: 0071254056Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.135 .K68 2007
(Browse shelf)
900174169
Available 900174169
Total holds: 0

Includes bibliographical references and index

Digitized

Think ASEAN! Foreword I zzz Foreword I1 v Preface vii Acknowledgments xii Executive Summary: Forget the World, Think ASEAN, 1 Act Local Part I ASEAN from the Top - - ... 5 Chapter Chapter Chapter Chapter 1 2 3 4 Digital Technology in ASEAN 11 Impact of Globalization on ASEAN 25 The Future Market of ASEAN 42 Compete for ASEAN Customers 66 Lessons from ASEAN Marketing Companies Part I 1 83 85 Chapter 5 Watch out for the Local Champions Bengawan Solo 86 Dji Sam Soe 90 Goldilocks 94 MBF Cards 97 Bangkok Hospital 101 Number One Tonic Drink in Vietnam 105 Chapter 6 Learn from the Locals Going ASEAN Extra Joss 113 Royal Selangor 117 San Miguel 120 Eu Yan Sang 124 Black Canyon 128 113 Chapter 7 Be Inspired by Multinationals Focusing on ASEAN 133 3M 134 Kinokuniya 139 Samsung 143 Part Ill ASEAN Marketing in Practice 151 149 Chapter 8 ASEAN Vision, Local Action AirAsia 152 BreadTalk 159 Kijang 164 Chapter 9 Global Value, ASEAN Strategy, Local Tactic Hewlett-Packard 176 Yamaha 179 Index 173 187

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