4Hoteliers
SEARCH
ITB 2023 Special Reporting
SHARE THIS PAGE
NEWSLETTERS
CONTACT US
SUBMIT CONTENT
ADVERTISING
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.

To read the entire article, please follow the link below:

http://blogs.hbr.org/cs/2010/02/in_asia_marketing-101-doesnt-work.html?cm_mmc=npv-_-DAILY_ALERT-_-AWEBER-_-DATE

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.

Global Brand Awareness & Marketing Tools at 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)




 Latest Articles  (Click title to read)




 Most Read Articles  (Click title to read)




~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2023 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy