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Rethinking Marketing: Sustainable Marketing Enterprise in Asia
     

Rethinking Marketing: Sustainable Marketing Enterprise in Asia

by Philip Kotler
 

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging

Overview

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.

Product Details

ISBN-13:
9789810677947
Publisher:
FT Press
Publication date:
12/25/2012
Pages:
240
Product dimensions:
5.90(w) x 9.00(h) x 0.60(d)

Meet the Author


Philip Kotler is the S.C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University. He has authored over 45 marketing books and has published over 130 articles in leading journals, and is a recipient of many marketing awards and honorary doctorates.

Hermawan Kartajaya is the Founder and President of MarkPlus, Inc., a leading strategy consulting firm in Indonesia, and is also a co-author with Philip Kotler for the Asian bestseller, Repositioning Asia: From Bubble to Sustainable Economy. He is also the President of the World Marketing Association.

Hooi Den Huan is Associate Dean (Corporate Services) and an Associate Professor at the Nanyang Business School. He is an elected Fellow of the Pan Pacific Business Association, and was a Visiting Scholar at the Sloan School of Management, MIT.

Sandra Liu is a faculty member with Purdue University and an elected Fellow of the Hong Kong Institute of Marketing. She has authored a number of books and journal articles and was a Visiting Scholar at the Kellogg Graduate School of Management, Northwestern University.

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