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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

Book Description

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.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. List of Case Studies
  5. About the Authors
  6. About the Philip Kotler Center for ASEAN Marketing
  7. Preface
  8. Foreword
  9. Introduction
    1. Notes
  10. Part I. Sustainable
    1. 1. Drive Your Sustainability Loop
      1. Sustainability Loop
      2. Political, Technical and Cultural Change
      3. Notes
  11. Part II. Market-ing
    1. 2. Analyse Your Landscape
      1. The 4C Diamond Sub-Model
      2. Change
      3. Competitors
      4. Customers
      5. Company
      6. Notes
    2. 3. Design Your Architecture
      1. The Strategic Business Triangle
      2. Strategy: “How to Win the Mind Share”
      3. Segmentation: “View your Market Creatively”
      4. Targeting: “Allocate your Resources Effectively”
      5. Positioning: “Lead your Customer Credibly”
      6. Tactic: “How to Win the Market Share”
      7. Differentiation: “Integrate your Content, Context and Infrastructure”
      8. Marketing Mix: “Integrate your Offer and Access”
      9. Selling: “Integrate your Company, Customer and Relationship”
      10. Value: “How to Win the Heart Share”
      11. Brand: “Avoid the Commodity-Like Trap”
      12. Service: “Avoid the Business-Category Trap”
      13. Process: “Avoid the Function-Orientation Trap”
      14. Notes
    3. 4. Balance Your Scorecard
      1. Creating Value For The Three Main Stakeholders
      2. Value Equation
      3. Acquiring, Satisfying And Retaining The Three Main Stakeholders
      4. Scorecard: Controlling And Monitoring Value Drivers
      5. Value Indicators
      6. Building A Value Culture
      7. Notes
  12. Part III. Enterprise
    1. 5. Build Your Inspiration, Culture and Institution
      1. Dream, Personality, Activity
      2. Yin-Yang and Hourglass Diagram
      3. Inspiration
      4. Inspiring Through Vision
      5. Building “Reason for Being” Through Mission
      6. Interpreting Philosophy With Goals And Business Scope
      7. Culture
      8. Harmonized Yin-Yang
      9. Strong Culture: Guiding, Bonding And Ruling
      10. Institution
      11. Total Model Of Enterprise
      12. Notes
    2. Epilogue
  13. Appendices
    1. Appendix 1. The Asian Landscape
      1. Change
      2. The Economy
      3. The Market
      4. Competitors
      5. Customers
      6. Notes
    2. Appendix 2. Generic Architecture for Facing the Crisis