Description - Think ASEAN by Philip Kotler
Think ASEAN! explores how companies should think of ASEAN as
one borderless market that requires different marketing strategies to capture.
It offers fresh perspectives to marketers all over the region on the upcoming
trends of regionalization that can cause significant changes in future marketing
activities. It argues that ASEAN marketers should not only be concerned about
their local or global but also their regional marketing activities.
The book contains three parts. Part I describes the landscape
of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III
discuss companies that have been very successful in implementing ASEAN
Marketing. Part II looks at short cases of companies to explore their core
marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam
Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black
Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more
comprehensive cases of selected companies including AirAsia and Yamaha.
Features of This Book
Think ASEAN! is
the first publication of the Philip Kotler Center for ASEAN Marketing.
written by Ong Keng Yong, the Secretary-General of ASEAN
There are several
marketing models developed by the authors e.g., the 4C Diamond sub-model and the
The 20 companies
featured as case studies are excellent working models of companies that have
used the positioning-differentiation-brand triangle successfully to market their
Buy Think ASEAN by Philip Kotler from Australia's Online Independent Bookstore, Boomerang Books.
(229mm x 153mm x 11mm)
Publisher: McGraw-Hill Education - Europe
Country of Publication:
Book Reviews - Think ASEAN by Philip Kotler
Author Biography - Philip Kotler
Philip Kotler, Ph.D. is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including Marketing Management, the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places. Hermawan Kartajaya is President, World Marketing Association; President, MarkPlus, Inc; Tri-founder, Philip Kotler Center for ASEAN Marketing Hooi Den Huan is Associate Dean, Nanyang Business School, Nanyang Technological University; Tri-founder, Philip Kotler Center for ASEAN Marketing