MARKETING PRACTICES MUST ALIGN WITH GLOBAL MODE, SAYS GMN ASEAN COUNTRY DIRECTOR

BY SANTHIA THEVI PANJANADAN

KUALA LUMPUR, Dec 3 (Bernama) -- Malaysian marketeers must align local
marketing practices with global practices as a survival mode, says Global
Marketing Network (GMN) Asean Country Director Anthony
Raman.

With global competition entering the local market, marketeers must be
creative and niche-focused in their business, he said.

"It is important for marketeers to be culturally conscious as cultural
differences are in every aspect of business marketing.

"Take coffee, for instance, in the US it is popular as Starbucks, in
Malaysia as Kopitiam and in India as bru coffee.

"This shows how nations are creative in moulding products and their business
according to their cultures," he told Bernama after opening World Marketing
Forum 2009 and GMN Malaysia.

Therefore, besides upholding the Malaysian culture and flavour in
marketing, locals have to cater to global trends and needs, said Anthony.

"Apart from catering to the needs, marketeers also have to bear in mind we
have significant foreigners' presence in Malaysia.

"To remain competitive in all aspects, all factors have to be taken into
account when it comes to marketing. Blend local and international flavours," he
said.

With the current weak economic environment, he said there was disorder in
the marketing world as power exchange was taking place.

Malaysians should look for opportunities within the disorder, he said,
adding that: " When there is disorder, every industry player tend to cut
production and marketing.

"And during this period, it is actually a very good opportunity to move
forward. Looking at all these happenings worldwide, nothing is stable. So, we
have to be smart in marketing at the right time," he said.

In assisting and guiding marketeers, GMN provides access to world marketing
network as it has nearly one million members globally.

It launched the Malaysian chapter as its first operations in the Asean
region.

"With the global perspective and international experience, GMN will play a
vital role in the dynamic region of South East Asia.

"GMN Malaysia will form collaborations with agencies and corporations to
establish an international network of individuals, institutions and
organisations.

"We will help them achieve marketing excellence through knowledge sharing
and high-level professional development support," he said.

The GMN had also introduced a new global academic standard for the
marketing fraternity called " Global Marketeer Programme" to help raise global
marketing standards.

"For the first time, marketing professionals in Malaysia and around the
worldwide will be able to achieve an academic award at Masters level from
Ashcroft International Business School at Anglia Ruskin University, Cambridge,
with the support of BPP Learning Media," he added.

BPP is the publisher of choice for students, tuition providers. corporates
and leading professional bodies in over 150 countries worldwide and has
published marketing discipline products for nearly 25 years.
-- BERNAMA