Asian Competitors: Marketing for competitiveness in the Age of Digital Consumer
Analyzes competitive companies from 18 Asian countries that have successfully practiced new wave marketing and provides invaluable lessons that others may find useful, divided in to three issues: marketing transformation, marketing creation, and globalization mindset. Discusses product-centric, customer-centric, and human-centric perspective and marketing 4.0 moving from traditional to digital aspects. Considers marketing strategies for value exploration, marketing tactics for value engagement, and marketing values for excellent execution. Explains the efforts of local champions in the face of increased competition from both regional and global companies, including UFC group, Myanmar National Airline, DataSoft Systems Bangladesh Limited, and Fauji Fertilizer Company Limited. Mentions Asian companies that have managed to maintain and develop their presence in the global market, namely Korea’s Samsung Electronics, India’s Infosys, China’s Huawei, and Japan’s Kao.
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