keywords:

International marketing


Asian Business
generational gaps
corporate social responsibility


Noon Nopi
Transing
Marketing Tsunamis
VSA


In this deep dive conversation generated by Google Notebook LM, the discussants summarize Daeryun's book "Mastering Noon Nopi -The Art & Science of Marketing in Asia" from 2015 (Yonsei University Press). The key theme of the book is understanding the intricate relationship between cultural understanding and marketing strategies in Asia. They introduces the concept of 'Noon Nopi' which means meeting of the eyes in Korean. This simple concept emphasizes the importance of deeply understanding local cultures and values to effectively connect with audiences. The discussion also highlights the significance of bridging generational gaps through the 'YO mix' approach, as well as the growing importance of corporate social responsibility (CSR) among brands. The talk further elaborates on the need for adaptability in the face of rapid changes in the market, introducing the idea of 'transing' to navigate these shifts. Finally, they explain the importance of vision, strategy, and action (VSA) in creating a flexible approach to business, encouraging listeners to embrace change and explore new possibilities.

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