Title Details

Marketing Asian Places: Attracting Investment,Industry and Tourism to Cities, States and Nations
Buy Rights Online Buy Rights

Rights Contact Login For More Details

  • Wiley

More About This Title Marketing Asian Places: Attracting Investment,Industry and Tourism to Cities, States and Nations

  • English

English

As Asia enters a new era of fierce global competition for investment, people, and tourists, which places will be successful? Who will be the new Asian winners? The challenges and threats to Asian prosperity have never been greater as new opportunities arise and new threats mount at an increasingly faster rate. Nowhere in the world are the stakes for recreating development models more acute. And nowhere is the need for strategic place marketing greater. Fortunately, successful examples are everywhere.

Beijing picked up the pieces from its failed bid for the 2000 Olympic Games, worked to figure out what went wrong, and overhauled its communication and marketing program to bid for the 2008 Games - successfully. Three things accounted for its success: massive efforts to match IOC criteria, an effective government and corporate partnership, including foreign investors, and pushing the idea of a completely new venue for the Games.

Small success stories are important, too. School children in Cambodia's tiny village of Robib connect to the outside world using e-mail and the web, and villagers participate in e-commerce through their own website, www.villageleap.com. The first US$6,000 raised selling handcrafted silk products to overseas buyers was used to set up a pig farm. Places like Robib are showing that technology has a profound impact in the development of previously isolated places in Asia.

In this changing and challenging environment, places need to adopt a strategic marketing plan to maintain and develop the advances they have achieved. Marketing Asian Places shows how to attract initial investment, maintain the development through targeted policies, and establish a high-profile investment environment for long-term growth.
  • English

English

Acknowledgments.Foreword.The Marketing Challenge in the New Asia.Asian Places in Trouble.How Places Market Themselves.How Place Buyers Make Their Choices.The Auditing and Strategic Planning Process.Strategies for Place Improvement.Designing a Place's Image.Distributing a Place's Image and Message.Attracting the Tourism and Hospitality Business Markets.Attracting, Retaining and Expanding Business.Expanding Exports and Stimulating Foreign Investment.Attracting Residents.Organizing for Change.Index.
  • English

English

"Marketing Asian Places is a unique book that applies strategic marketing approaches for countries or regions to attract investment and visitors. I strongly recommend it for Asian government officials who strive to build their countries or cities into world class places. (Stan Shih, Founder and Chairman Acer Group)

"Marketing Asian Places carefully applies and sensitively adapts the marketing strategy thinking to the challenge of effectively promoting a place to investors, prospective residents and visitors. By offering insights of both the place manager's and consumers' behaviors, the book is able to effectively explain success and failure cases of place marketing." (Ned Roberto, Coca-Cola Professor of International Marketing Asian Institute of Management, Philippines)

"An excellent account of strategic marketing planning in an Asian context, this book offers fascinating insights into strategies that can enhance the competitiveness of Asian countries. This book should be read by all Asian leaders who wish to successfully attract top talent and investments." (Victor K Fung, Chairman Li & Fung Group)

"I highly recommend Marketing Asian Places for governments, politicians, business leaders and students of marketing as it addresses the very important issue of what cities and communities in Asia must do to attract investments and tourism. Drawing on sound key strategies with interesting case studies, the book provides valuable insights on how to adopt an effective strategic marketing plan in this competitive business environment. A unique and must read book." (Teng-Kee Tan, Associate Professor Of Marketing and Strategy and Director, Nanyang Technopreneurship Center Nanyang Technological University, Singapore)

"I am impressed by the comprehensive coverage of Asia in Marketing Asian Places. The marketing framework applied to the extensive countries' examples provides valuable insights to practitioners and policy makers alike. Certainly a MUST READ for anyone interested in Asia." (Professor Chin-Tiong Tan Provost Singapore Management University)

loading