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- catalog abstract ""Big M, little m Marketing: New Strategies for a New Asia is a call to action for marketers in Asia to re-think their strategies (Big M Marketing), the tactics used (little m Marketing), and how the two are brought together. Factors such as the arrival of the WTO in China and Taiwan, growing transparency in business practices, and the impact of reforms following the 1997 financial crisis are rapidly and permanently altering the marketing landscape in Asia. The pace of change is accelerating and many companies are only now awakening to the new competitive realities. With the right mix of Big M and little m Marketing, any company or brand can transcend such entrenched interests as existing distribution networks, family relationships, and government bureaucracy."--Jacket.".
- catalog contributor b13230363.
- catalog created "c2003.".
- catalog date "2003".
- catalog date "c2003.".
- catalog dateCopyrighted "c2003.".
- catalog description ""Big M, little m Marketing: New Strategies for a New Asia is a call to action for marketers in Asia to re-think their strategies (Big M Marketing), the tactics used (little m Marketing), and how the two are brought together. Factors such as the arrival of the WTO in China and Taiwan, growing transparency in business practices, and the impact of reforms following the 1997 financial crisis are rapidly and permanently altering the marketing landscape in Asia. The pace of change is accelerating and many companies are only now awakening to the new competitive realities.".
- catalog description "1. Preface -- 2. Introduction -- 3. BIG M, little m Marketing -- 4. Asian Sense and Business Sensibility -- 5. The Compass -- 6. The Map -- 7. Eight Signposts to Success -- 8. Navigation Tools -- 9. Afterword -- 10. Sources and Notes -- 11. Index.".
- catalog description "Includes bibliographical references (p. 211-213) and index.".
- catalog description "With the right mix of Big M and little m Marketing, any company or brand can transcend such entrenched interests as existing distribution networks, family relationships, and government bureaucracy."--Jacket.".
- catalog extent "xii, 220 p. :".
- catalog hasFormat "Big M, little m marketing.".
- catalog identifier "0471479233".
- catalog isFormatOf "Big M, little m marketing.".
- catalog issued "2003".
- catalog issued "c2003.".
- catalog language "eng".
- catalog publisher "Singapore : Hoboken, NJ : Wiley,".
- catalog relation "Big M, little m marketing.".
- catalog spatial "Asia.".
- catalog subject "658.80095 21".
- catalog subject "HF5415.12.A8 K48 2003".
- catalog subject "Marketing Asia.".
- catalog tableOfContents "1. Preface -- 2. Introduction -- 3. BIG M, little m Marketing -- 4. Asian Sense and Business Sensibility -- 5. The Compass -- 6. The Map -- 7. Eight Signposts to Success -- 8. Navigation Tools -- 9. Afterword -- 10. Sources and Notes -- 11. Index.".
- catalog title "Big M, little m marketing : new strategies for a new Asia / David Ketchum.".
- catalog type "text".