BIG M, little m Marketing is a call to action to 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.

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.