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Consulting Marketing Network Big M, Little M: New Perspectives and New Skills for a New Asia by David Ketchum, "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.
Finding Your Way with an MBA: Insights from Those Landing Their Ideal Jobs by Susan Cohn, "The book we wished we had for our MBA students."-authors Susan Cohn (NYU) and Donald Hudson (Yale) Over 75,000 new MBAs hit the streets every year, looking for jobs that both fill the wallet and feed the soul. But with all the competition, how do you market yourself so you stand out? How do you target your job search? How can you ensure that your "dream job" doesn't become a career nightmare? In Finding Your Way with an MBA: Insights from Those Landing Their Ideal Jobs, authors and career consultants Susan Cohn and Donald Hudson present proven tips drawn from over twenty years of counseling MBAs, and offer real-world insights from fifty MBA alumni-"doers"-who have "made it" in their careers. You'll find interview hints, networking advice, resource lists, and trade secrets on leveraging your MBA to find your ideal match. Finding Your Way with an MBA challenges you to seek your true calling-to identify the most meaningful fit of career options to your talents and interests-and then to launch an aggressive marketing campaign to distinguish yourself from everyone else. With Finding Your Way with an MBA, you'll learn: * The four steps to discovering your optimal career path * Secrets of self-marketing, including finding "hidden markets" for your talents * How to develop a "commercial" for yourself that will answer the toughest interview question of all: "Why should I hire you?" You'll see how a "personal hook" and a "professional hook" will separate you from the pack. You'll learn the "dos and don'ts" of networking. And you'll be able to target potential issues within your area of interest. Reading Finding Your Way with an MBA is like attending anetworking party where everyone wants you to learn from their mistakes and insights and everyone wants you to succeed.
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