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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.

Author David Ketchum draws on his extensive experience as a marketer and a consultant in the region to guide readers across the BIG M, little m Marketing Map, and help marketers plot their own course. The book shows the way forward for companies to gain competitive advantage by bringing global best practice to bear in ways that meet Asia’s specific business environment and customer needs. The book is packed with practical insights, real life examples and useful tools.

Acknowledgments

1 Preface

2 Introduction

3 BIG M, little m Marketing

4 Asian Sense and Business Sensibility

Confucianism

Tracing the Chinese Networks

Putting Marketing in Context

Relationships

Marketing Management Decision Making

5 The Compass

The "BIG M'- strategy

The "little m'- tactics

Integration bringing BIG M and

little m Marketing together

Marketing defined

Identifying and anticipating customer needs

Being profitable

6 The Map

Dreamers

Mm Winners

Doers

Duds

BIO M, little m Companies in Asia Today

Trends and the Future

7 Eight Signposts to Success

EAT THE ELEPHANT ONE BITE AT A TIME

UNDERPROMISE AND OVER DELIVER

EMBRACE YOUR WEAKNESSES

THE VISION THING

MOVE UPSTREAM

GO, GO, GO!

IT'S THE CUSTOMER, STUPID

STEAL THE WHEEL!

8 Navigation Tools

BIG M, little m Marketing Orienteering

BIG M Marketing Tools - The Keys to

Competitive Advantage

little m Marketing Toolbox

BIG M, little m Integration Check

See What the Rest of the World Is Doing

9 Afte rword

10 Sources and Notes

Companies mentioned in this book

Sources and Notes

Bibliography

11 Index

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

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