Mastering NOON NOPI
How does one approach Marketing in Asia, the fastest growing economic region in the world? That is the key question that is answered in “Mastering Noon Nopi: The Art & Science of Marketing in Asia.” Noon Nopi, a word from Korean, means “Eye Level” but the author uses it more broadly to signify the essence of Marketing. The Noon Nopi concept is used throughout the book to convey how companies need to understand their markets through the lenses of consumers. The author brings nearly 30 years of teaching, research and consulting experience and insight about Marketing into the book. He has taught Marketing in Korea, Finland, Australia, Hong Kong and Singapore. He was also raised as a child of diplomats and lived in many countries. The combined experience therefore allows the author to have a unique global perspective of how the “Eye Level” matching can be achieved. The author offers rich personal accounts and anecdotes to illustrate how one’s ability to fine tune his or her “Noon Nopi” can be an asset not just in business but also in life such as in individual branding. Even though the book is focused on Asia, many of the analytical tools offered in “Noon Nopi” can be applied to marketing problems anywhere. As an added bonus, the book includes the author’s many Harvard Business Review Online opinion pieces as well as a key article and case on Asian Marketing.
Dae Ryun Chang
Dae Ryun Chang is Professor of Marketing at Yonsei School of Business. He received his Doctorate from Harvard University, and his MBA from Columbia University. He has held visiting faculty appointments at Helsinki School of Economics, Hong Kong University of Science & Technology, Australian National University, Singapore Management University and Nanyang Technology University. He is a contributing blogger at Harvard Business Review Online where he opines about marketing, branding, entertainment, sports, and Asian business-related issues. He has launched a MOOC specialization on Coursera.org called "International Marketing and Cross Industry Growth."
PART I WHAT IS MARKETING
PART II MARKETING STRATEGY
PART III CUSTOMER CATEGORIES in Asian Marketing
PART IV MARKET SELECTION
PART V MARKET SELECTION
PART VI / APPENDIX HBR BLOGS & READINGS