Think ASEAN! Rethinking Marketing toward ASEAN Community 2015 [Hardcover]

Philip Kotler; Hermawan Kartajaya; Den Huan Hooi (Author)

Book Description

Publication Date: December 18, 2006

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.

Editorial Reviews

About the Author

Philip Kotler is S.C. Johnson & Son Distinguished Professor, Kellogg School of Management, Northwestern University; Tri-founder, Philip Kotler Center for ASEAN Marketing. 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.

Product Details

• Hardcover: 208 pages
• Publisher: McGraw-Hill Education (Asia); 1st edition (December 18, 2006)
• Language: English
• ISBN-10: 0071254056
• ISBN-13: 978-0071254052
• Product Dimensions: 9.3 x 6.3 x 0.7 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #2,412,716 in Books (See Top 100 in Books)

More About the Author

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 twelve 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.