The Marketing of Nations: A Strategic Approach to Building National Wealth - Hardcover

Kotler, Philip; Jatusripitak, Somkid; Maesincee, Suvit

Hardcover

ISBN 10: 068483488X ISBN 13: 9780684834887

Publisher: Free Press, 1997

Synopsis

Using examples from Japan, China, Latin America, and Eastern Europe, the authors show how political leaders can identify economic opportunities and help their economies compete successfully in the global marketplace. 10,000 first printing.

About this title

About the Author

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

Reviews

The idea of applying marketing principles to individual countries as well as companies is not a new one; Michael Porter's groundbreaking Competitive Advantage of Nations (1990) analyzed international economic competition in the context of markets. Now Kotler, Northwestern University's eminent marketing doyen, and his coauthors take the analogy even further; Somkid Jatusripitak is a marketing professor in Thailand and Suvit Maesincee is a Northwestern doctoral candidate. Using examples from around the world, the three apply the principles of strategic planning to show how nations must develop a unified vision and mission as well as supporting policies and structure to build wealth. The authors also emphasize the need to analyze not just economic factors but also political and social ones, and they investigate the major forces and trends that affect contemporary nation-states. David Rouse

Why do some nations perform better than others economically? What enables a nation to take advantage of its opportunities and build its wealth? Kotler (Standing Room Only, Harvard Business School, 1996) and a group of scholars take on these questions by reviewing main arguments on how to go about building a nation's wealth. They argue that the cornerstone to economic development is forming the nation's vision and thoughtfully implementing its strategies. They give a compelling framework to the analysis of the complex political, economic, social, and technological factors affecting national economic development, classifying national economies into groups based on their economic status. Their cogent, thoughtful work will be useful to students of economic development, government planners, and business managers. Recommended for academic and public libraries.?Ali Abdulla, East Carolina Univ., Greenville,
Copyright 1997 Reed Business Information, Inc.

Edition details

• Publisher: Free Press
• Publication date: 1997
• Language: English
• ISBN 10: 068483488X
• ISBN 13: 9780684834887
• Binding: Hardcover
• Edition number: 1
• Number of pages: 464