MARKETING STRATEGY
RECOMMENDED TEXTS
Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (1999), Marketing Management: An Asian Perspective, 2nd edition, Prentice Hall.
AND
Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (2000), Marketing in the New Asia, McGraw-Hill
AND
John A. Quelch, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan (2000), Cases in Marketing Management and Strategy: An Asia-Pacific Perspective, 2nd edition, Prentice Hall.
SUPPLEMENTARY READNGS
In addition to Marketing in the New Asia, the following articles are useful supplements. Most of these articles (marked *) are given in the package:
Customer Satisfaction
* Anna S. Mattila (1999), "The Role of Culture and Purchase Motivation in Service Encounter Evaluations," Journal of Services Marketing, 13 (4/5), pp. 376-389.
Reichheld, Frederick F. (1996), "Learning from Customer Defections," Harvard Business Review, 74 (March-April), pp. 56-69.
Robert C. Blattberg and John Deighton (1996), "Manage Marketing by the Customer Equity Test," Harvard Business Review, 74 (July-August), pp. 136-144.
Segmentation
* Geng Cui (1999), "Segmenting China’s Consumer Market: A Hybrid Approach," Journal of International Consumer Marketing, 11 (1), pp. 55-76.
Joseph B. Pine, Don Peppers, and Martha Rogers (1995), "Do You Want to Keep Your Customers Forever?" Harvard Business Review, 73 (March-April), pp. 103-114.
Consumer Behavior
* Oliver H.M. Yau, T.S. Chan, and K.F. Lau (1999), "The Influence of Chinese Cultural Values on Consumer Behavior: A Proposed Model of Gift-Purchasing Behavior in Hong Kong," Journal of Internal Consumer Marketing, 11 (1), pp. 97-116.
* David Tse (1996), "Understanding Chinese People as Consumers: Past Findings and Future Propositions."
* Marieke K. de Mooij and Warren Keegan (1991), "Lifestyle Research in Asia," Advertising Worldwide, Prentice Hall, pp. 119-132.
Business-to-Business
* Min Chen (1994), "Sun Tzu’s Strategic Thinking and Contemporary Business," Business Horizons, 37 (March-April), pp. 42-48.
Analyzing the Competition
Robert W. Baeder, Joel Coran, and Robert N. Lussier (1994), "Measuring Global Practices: Global Strategic Planning through Company Situation Analysis," Business Horizons, 37 (September-October), pp. 56-63.
Robert D. Hamilton, Eric D. Eskin, and Max P. Michaels (1998), "Assessing Competitors: The Gap Between Strategic Intent and Core Capability," Long Range Planning, 31 (June), pp. 406-417.
* Mansour Javidan (1998), "Core Competence: What Does It Mean in Practice?" Long Range Planning, 31 (February), pp. 51-59.
Akio Morita (1992), "Partnering for Competitiveness," Harvard Business Review, 70 (May-June), pp. 76-83.
Global Marketing
* Yadong Luo (1997), "Pioneering in China: Risks and Benefits," Long Range Planning, 30 (5), pp. 768-776.
Rosabeth Moss Kanter (1995), "Thriving Locally in the Global Economy," Harvard Business Review, 73 (September-October), pp. 151-160.
Jatusripitak, Somkid, Liam Fahey, and Philip Kotler (1985), "Strategic Global Marketing: Lessons from the Japanese," Columbia Journal of World Business, 20 (Spring), pp. 47-53.
* James U. McNeal and Mindy F. Ji (1999), "Chinese Children as Consumers: An Analysis of Their New Product Information Sources," Journal of Consumer Marketing, 16 (4), pp. 345-364.
Marketing Mix
* Helmutt Schutte (1998), "The Marketing Mix."
Product
Adler, Paul S., Avi Mandelbaum, Vien Nguyen, and Elizabeth Schwerer (1996), "Getting the Most Out of Your Product Development Process," Harvard Business Review, 74 (March-April), pp. 134-152.
Michael R. Neale and David R. Corkindale (1998), "Co-Developing Products: Involving Customers Earlier and More Deeply," Long Range Planning, 31 (June), 418-425.
Price
Robert J. Dolan (1995), "How Do You Know When the Price is Right?" Harvard Business Review, 73 (September-October), pp. 174-183.
Distribution
* Sherriff T.K. Luk, Yin Zhou Xu, and Wan Chun Ye (1998), "Distribution: The Chinese Puzzle," Long Range Planning, 31 (2), pp. 295-307.
* Ryuichi Kunitomo (1997), "Seven-Eleven is Revolutionizing Grocery Distribution in Japan," Long Range Planning, 30 (6), pp. 877-889.
James A. Narus and James C. Anderson (1996), "Rethinking Distribution: Adaptive Channels," Harvard Business Review, 74 (July-August), pp. 112-120.
Advertising
* Susan H.C. Tai (1998), "Factors Affecting Advertising Approach in Asia," Journal of Current Issues and Research in Advertising, 20 (1), 33-42.
ARTICLES FROM MARKETING INSIGHTS FOR 21st CENTURY ASIA
This book is out only in September 2000. Hence, the package includes some of the articles:
* Swee Hoon Ang, Siew Meng Leong, and Philip Kotler (2000), "The Asian Apocalypse: Crisis Marketing for Consumers and Businesses," Long Range Planning (forthcoming).
* Mariko Yasue and Gu Xiang Wen (1999), "Asian Youth and Implications for Marketing Strategies: Changes and Differences in Consumption Attitudes and Lifestyle Values," ESOMAR.
* Jochen Wirtz and Christopher Lovelock (2000), "Asia’s Growing Service Sectors."
* Ike Janita Dewi (2000), "The Answer is Out There. Marketers and the External Environment: The Indonesian Experience."
* Philippe Lasserre and Jocelyn Probert (1998), "Competing in Asia Pacific: Understanding the Rules of the Game," Long Range Planning, 31 (1), 30-50.
* Ajit S. Nair and Edwin R. Stafford (1998), "Strategic Alliances in China: Negotiating the Barriers," Long Range Planning, 31 (1), 139-146.
* Copies are available in the package.
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