Synopsis
Overview
In the eye-opening bestseller Think ASEAN!, marketing gurus Philip Kotler, Hermawan Kartajaya and Hooi Den Huan presented tactics for businesses to engage empowered and well-informed customers in ASEAN.
This second edition brings marketers up to date with new strategies for the changing lifestyle, needs and wants of ASEAN consumers. Focusing on marketing strategies, Think New ASEAN! is filled with fascinating stories from leading companies including Apple, Kinokuniya, Samsung, P&G, and Honda. What did they do to generate enormous support from loyal customers? How do champions sustain their position in the long term amidst an invasion from local and global competitors? How do businesses expand to include countries across the region? Whether in manufacturing, retail, or service, businesses will gain from the lessons learned in the hits and misses of these companies, and the proven prescriptions for capturing the large and lucrative ASEAN markets. The practical principles contained in the book provide readers with the necessary knowledge to employ segment-specific marketing practices not just within but also between ASEAN countries.
Think New ASEAN! offers provocative insights on the current transformations and developments in the region. Among the features of this edition are updates in the areas of digitization, globalization, the future market of ASEAN with a greater emphasis on youth, women and netizens, and smart marketing strategies adopted by some companies which seven years ago were unheard of.
This is an insightful guide that no serious marketer should be without.
Target Audience
Written for business people and marketers in the ASEAN region. Readers will understand the forces of change and the impact of globalization and regionalization on future markets. The book highlights opportunities in ASEAN today and shares models of enterprising and innovative companies who have established themselves successfully in this region.
About the Author
Philip Kotler
Dr Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from 12 foreign universities. He is the author of over 40 books and over one hundred 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
Hermawan Kartajaya, the President of World Marketing Association, is one of the 50 Gurus Who Have Shaped The Future of Marketing appointed by The Chartered Institute of Marketing, United Kingdom (CIM-UK).
An internationally acknowledged speaker and lecturer, he attended Harvard Business School s Program on Case Method and Participant-Centered Learning in Boston and Beijing, exclusively designed for senior professors and deans of universities in Greater China and Singapore. Since 2006, he guest lectured for Nanyang MBA and Nanyang Fellows Programme in Singapore. He has been invited as a speaker by seminars and conferences around the world. Recently, he became the first speaker at the World Marketing Summit 2012 in Dhaka, Bangladesh. He was also the keynote speaker for the QSP Summit 2012 in Porto, Portugal and a featured speaker for the Kellogg Innovation Network Global Summit 2012 in Evanston, US.
Hooi Den Huan
Hooi Den Huan is an Associate Professor, Marketing and International Business Division, Nanyang Business School, NTU, Singapore. Together with Philip Kotler and Hermawan Kartajaya, he established the Philip Kotler Center for ASEAN Marketing.
Apart from being an Advisory Board Member for Marketing Management and IS, Cornell University-Nanyang Institute of Hospitality Management, Prof Hooi is also the Secretary-General of the Asia Marketing Federation Foundation. In addition, he is an International Advisory Board member for the School of Business Management, Bandung Institute of Technology (ITB). He has conducted Executive programmes/talks for more than 50 organizations in Singapore and overseas.
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