MARKETING FOR COMPETITIVENESS: ASIA TO THE WORLD - IN THE AGE OF DIGITAL CONSUMERS - Hardcover

Kotler PH D, S C Johnson Distinguished Professor Of International Marketing Philip; Kartajaya, Hermanwan; Hooi, Den Huan

Hardcover

ISBN 10: 9813201959 ISBN 13: 9789813201958

Publisher: World Scientific Publishing Company, 2017

Synopsis

Asia is the most populated geographical region, with 50% of the world's inhabitants living there. Coupled that with the impressive economic growth rates in many Asian countries, the region provides a very attractive and lucrative market for many businesses, big and small and from all industries. In addition, Asia is also a dynamic market that significantly grows with developments in technology and digitalization. For example, a research by Google and Temasek shows that Southeast Asia is the world's fastest growing internet region. The internet economy in Southeast Asia is expected to grow by 6.5 times from US$31 billion in 2015 to US$197 billion in 2025.

All these make it critical for marketers, whether domestic, regional or global, to stay in touch if not ahead, in their understanding of what is happening in Asia from a marketing perspective and what Asia has to offer to the world.

One phenomenon happening in the Asian market and which marketers should pay utmost attention to, is the rapidly unfolding digital revolution that has fundamentally transformed not just the extent but also the nature of competition. What makes it even more challenging and complicating is also how such a revolution impacts on consumer and business buying behavior.

Disruptive technologies supported by this digital revolution have brought in new competitors and enabled existing competitors to surpass the conventional boundaries which we may be quite familiar with. Asian consumers have become more educated and connected and have embraced newer ways of selecting, buying and using products and services. In this book, the Father of Modern Marketing, Professor Philip Kotler has collaborated with two marketing experts from Asia, Hermawan Kartajaya from Indonesia and Hooi Den Huan from Singapore to publish a book on Marketing for Competitiveness: Asia to the World -- In the Age of Digital Consumers. This book argues that marketing is no longer just vertical but has encompassed a new, more horizontal paradigm. In addition to many new concepts and frameworks, this book includes a plethora of real-world examples from various countries in Asia, which will help to shed light on how companies, both Asian and global, compete in Asia. Useful lessons can be drawn by all businesses in the world on how to win the mind, heart and spirit of the Asian consumer -- digital and non-digital.

About this title

About the Author:

Dr Philip Kotler is the S C Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honoured as one of the world's leading marketing thinkers. He received his MA degree in economics (1953) from the University of Chicago and his PhD degree in economics (1956) from the Massachusetts Institute of Technology (MIT), and has received honorary degrees from 20 foreign universities. He is the author of over 58 books and over one hundred and fifty articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Hermawan Kartajaya is the founder of the Asia Marketing Federation and the President of the Asia Council for Small Business. In 2003, he was named as one of the "50 Gurus Who Have Shaped the Future of Marketing" by CIM-UK. In 2009, he received the Distinguished Global Leadership Award from the Pan-Pacific Business Association. He is both a strategic business thinker and a marketing practitioner. He has written five international books with Philip Kotler — the father of modern marketing. His latest book, Marketing 3.0 is widely acknowledged globally and is published in 25 languages. Hermawan is the Executive Chairman and Founder of MarkPlus Inc., a leading integrated marketing solution provider, which provides comprehensive Consulting, Research, Training and Media Services with branches in 18 cities in Indonesia. He received an honorary doctorate degree from ITS Surabaya.

Dr Hooi Den Huan is Director of Nanyang Technological University's Nanyang Technopreneurship Center and an Associate Professor at the Nanyang Business School. He is a Supervisor of the Asia Marketing Federation, a Vice-President of the Asian Council for Small Business, an honorary consultant for the CCPIT Commercial Sub-Council and an advisory board member of the Times Higher Education, Times of India. Den received his Phd from the University of Manchester and was a Visiting Scholar at the Sloan School of Management, MIT. He is a Chartered Marketer (CIMUK), a Chartered Accountant (ICAEW) and a Babson TETA Fellow. Den was conferred the Distinguished Global Leadership award by the Pan-Pacific Business Association in 2011, the ICSB President's Award in 2014 and a Fellowship by the Marketing Institute of Malaysia in 2016.

About this edition

• Publisher: World Scientific Publishing Company
• Publication date: 2017
• ISBN 10: 9813201959
• ISBN 13: 9789813201958
• Binding: Hardcover
• Number of pages: 304