Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi
Additional contact information
Philip Kotler: Northwestern University, USA
Hermawan Kartajaya: MarkPlus Inc, Indonesia
Den Huan Hooi: NTU, Singapore

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: Asia is the most populated geographical region, with 50% of the world's inhabitants living there. Coupled that with the impressive economic growth rates in many Asian countries, the region provides a very attractive and lucrative market for many businesses, big and small and from all industries. In addition, Asia is also a dynamic market that significantly grows with developments in technology and digitalization. For example, a research by Google and Temasek shows that Southeast Asia is the world's fastest growing internet region. The internet economy in Southeast Asia is expected to grow by 6.5 times from US$31 billion in 2015 to US$197 billion in 2025.

Keywords: Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
ISBN: 9789813201958
References: Add references at CitEc
Citations: View citations in EconPapers (1)

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https://www.worldscientific.com/worldscibooks/10.1142/10313 (text/html)
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Chapters in this book:

Ch 1 TECHNOLOGY AS THE PRIMARY DRIVER , pp 5-22

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 2 POLITICAL–LEGAL, ECONOMY, AND SOCIAL CULTURE AS THE MAIN DRIVERS , pp 23-34

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 3 MARKET AS THE ULTIMATE DRIVER , pp 35-53

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 4 PRODUCT-CENTRIC PERSPECTIVE: CONNECTIVITY IN PRODUCT DEVELOPMENT , pp 65-83

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 5 CUSTOMER-CENTRIC PERSPECTIVE: CONNECTING WITH THE DIGITAL CONSUMER , pp 85-100

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 6 HUMAN-CENTRIC PERSPECTIVE: DOING GOOD BY DOING WELL IN THE CONNECTED WORLD , pp 101-114

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 7 BEING STRATEGY: FROM POSITIONING TO CONFIRMATION , pp 123-136

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 8 CORE TACTIC: FROM DIFFERENTIATION TO CODIFICATION , pp 137-152

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 9 VALUE INDICATOR: FROM BRAND TO CHARACTER , pp 153-167

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 10 MARKETING STRATEGY FOR VALUE EXPLORATION , pp 175-190

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 11 MARKETING TACTIC FOR VALUE ENGAGEMENT , pp 191-211

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 12 MARKETING VALUE WITH VALUES , pp 213-229

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 13 ASIA’S LOCAL CHAMPIONS , pp 237-250

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 14 ASIA’S REGIONAL PLAYERS: ASIA VISION, LOCAL ACTIONS , pp 251-270

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Ch 15 ASIA’S MULTINATIONAL COMPANIES: GLOBAL VALUE, REGIONAL STRATEGY, LOCAL TACTICS , pp 271-285

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

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