Marketing Asian Places

At the beginning of the 21st century, headlines report how cities are going bankrupt, states are running large deficits and nations are stuck in high debt and stagnation. This text argues that thousands of places are in crisis and can no longer rely on national policies for protection. The authors show how places in Asia can become attractive products by effectively communicating their special qualities and attracting investment.

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, Marketing for Competitiveness. Together, these books provide a comprehensive picture of the changing Asian marketing landscape.

This text discusses the various dimensions of an image crisis & different strategies to overcome it, both in practice & theory. It is based on analysis of dozens of case studies, public relations campaigns, advertisements, press releases, academic & news articles articles, & websites of cities, countries & tourist destinations.

In Planning Asian Cities: Risks and Resilience, Stephen Hamnett and Dean Forbes have brought together some of the region’s most distinguished urbanists to explore the planning history and recent development of Pacific Asia’s major cities. They show how globalization, and the competition to achieve global city status, has had a profound effect on all these cities. Tokyo is an archetypal world city. Singapore, Hong Kong and Seoul have acquired world city characteristics. Taipei and Kuala Lumpur have been at the centre of expanding economies in which nationalism and global aspirations have been intertwined and expressed in the built environment. Beijing, Hong Kong and Shanghai have played key, sometimes competing, roles in China’s rapid economic growth. Bangkok’s amenity economy is currently threatened by political instability, while Jakarta and Manila are the core city-regions of less developed countries with sluggish economies and significant unrealized potential. But how resilient are these cities to the risks that they face? How can they manage continuing pressures for development and growth while reducing their vulnerability to a range of potential crises? How well prepared are they for climate change? How can they build social capital, so important to a city’s recovery from shocks and disasters? What forms of governance and planning are appropriate for the vast mega-regions that are emerging? And, given the tradition of top-down, centralized, state-directed planning which drove the economic growth of many of these cities in the last century, what prospects are there of them becoming more inclusive and sensitive to the diverse needs of their populations and to the importance of culture, heritage and local places in creating liveable cities?

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great – and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.

The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.

“The fourth sector” consists of for-benefit organizations that combine market-based approaches of the private sector with the social and environmental aims of the public and non-profit sectors. This book examines successful experiences around the world in entrepreneurship in the fourth sector in recent times. The chapters also reveal the pivotal role of the public sector collaboration with private entities in solving the problems of humanity.

Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”