Think New ASEAN!: Rethinking Marketing Towards ASEAN Economic Community - Hardcover

Kotler, Philip; Kartajaya, Hermawan; Hooi, Den Huan

Hardcover

ISBN 10: 9814595160 ISBN 13: 9789814595162

Verlag: McGraw-Hill Education (Asia), 2014

Inhaltsangabe

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.

Über diesen Titel

Über die Autorinnen und Autoren

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.

New Page 1 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

Details zur Ausgabe

• Verlag: McGraw-Hill Education (Asia)
• Erscheinungsdatum: 2014
• Sprache: Englisch
• ISBN 10: 9814595160
• ISBN 13: 9789814595162
• Einband: Gebundene Ausgabe
• Auflage: 2
• Anzahl der Seiten: 264
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar