Big M, little m marketing: new strategies for a new Asia

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Wiley, Oct 7, 2003 - Business & Economics - 220 pages
1 Review
David Ketchum brings a rare insight to marketing in Asia. His observation and recommendations are based on relationships with a broad range of marketers - packaged goods and consumer durables as well as business-to-business products and services. The added bonus is that David Ketchum is a facile and gifted writer who holds the readerÔs attention from start to finish. A must read for anyone interested in doing business in Asia! - Harold Burson, Founding Chairman, Burson-Marsteller David KetchumÔs insight in Big M, little m is your map and GPS receiver to help navigate the Asian Brand and marketing frontier. I recommend this book for anyone interested in learning about the unique challenges and adept solutions of marketing in Asia during this time of extreme change. Big M little m is the closest thing to having your own Asian marketing consultant in a box - Frank Yu, Regional Business Manager, XBOX and Home Entertainment Division, Microsoft Corporation

Asia's economics, despite ups and down, remain the most vibrant and fastest growing in the World. Yet, as David Ketchum explains, the number of global brand names made in Asia is disproportionately low. This is now changing as the forces of globalization and bottom-up restructuring within the region are coming together. For anyone involved in running an Asian-based business these are both exciting and daunting times that call for a fresh look at the marketing challenge. David Ketchum draws on a wealth of personal experience to help us out. Big M little m Marketing is a remarkable fusion of marketing theory and practice, big picture and detail, explanation and seasoned advice that is helpful and fun to read - Geoffrey Barker, Chief Economist, HSBC Asia-Pacific

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Contents

BIG M little m Marketing
5
Asian Sense and Business Sensibility
15
The Compass
31
Copyright

6 other sections not shown

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About the author (2003)

David Ketchum is Founder and Chief Executive Officer of Upstream Asia. He specializes in brand building, marketing and corporate communications in Asia-Pacific. He first came to the region in 1991 as vice president, Greater China director of marketing for public relations company Burson-Marsteller based in Hong Kong. In 1994, he moved to Seoul to head Burson-Marsteller’s office in Korea for three year. He then joined Calvin Klein in 1996 as senior vice president, marketing and communications, responsible for marketing, advertising, promotions and public relations in the region.
Since 1999, he has focused on technology marketing and brand development as CEO of Upstream Asia. He is also founder of the Asia Digital Marketing Association. David has provided strategic counsel and managed corporate/marketing campaigns for such companies as AT&&T, eBay, The Business Software Alliance, Calvin Klein, Citibank, CNN, General Motors, Intel, Microsoft MSN, Nortel Networks, Sun Microsystems and United Distillers.<br> Before coming to Asia, he held senior positions with Hill &&Knowlton in New York and London, w here he oversaw Barclays Bank, DuPont, GTE Mobilnet, PepsiCo, and Polygram, among others. David began his career with Cunningham && Walsh Advertising in New York. He is a graduate of Haverford College (BA English and History) and Milton Academy in the US.

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