In Asia, Marketing 101 Doesn't Work.
By Dae Ryun Chang ~ Harvard Business School Publishing
Tuesday, 9th February 2010
The unprecedented integration of the global markets has fostered a transnational community of like-minded professionals who talk in one universal language.

Some call it Marketinguese, the language of successful marketers that everyone can use and employ. It speaks of megatrends, micro segmentation, and brand personality.

 It certainly makes for easy analysis and communication — seemingly nothing gets lost in translation. But, as scores of companies have found out, Marketing 101 may not travel so well when taken to Asia.

Take Google for example, which is often described as an underdog in this region. In Japan, it recently gained ground against frontrunner Yahoo, but only after it relaxed many of its long-standing marketing policies such as not allowing branding ads.

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Dae Ryun Chang is Professor of Business at Yonsei School of Business in Seoul, Korea. He has taught and given industry talks around the globe on advertising, branding, sponsorship, and digital marketing.

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