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Marketing for competitiveness : Asia to the world! in the age of digital consumers

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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.

All these make it critical for marketers, whether domestic, regional or global, to stay in touch if not ahead, in their understanding of what is happening in Asia from a marketing perspective and what Asia has to offer to the world.

One phenomenon happening in the Asian market and which marketers should pay utmost attention to, is the rapidly unfolding digital revolution that has fundamentally transformed not just the extent but also the nature of competition. What makes it even more challenging and complicating is also how such a revolution impacts on consumer and business buying behavior.

Disruptive technologies supported by this digital revolution have brought in new competitors and enabled existing competitors to surpass the conventional boundaries which we may be quite familiar with. Asian consumers have become more educated and connected and have embraced newer ways of selecting, buying and using products and services. In this book, the Father of Modern Marketing, Professor Philip Kotler has collaborated with two marketing experts from Asia, Hermawan Kartajaya from Indonesia and Hooi Den Huan from Singapore to publish a book on Marketing for Competitiveness: Asia to the World — In the Age of Digital Consumers. This book argues that marketing is no longer just vertical but has encompassed a new, more horizontal paradigm. In addition to many new concepts and frameworks, this book includes a plethora of real-world examples from various countries in Asia, which will help to shed light on how companies, both Asian and global, compete in Asia. Useful lessons can be drawn by all businesses in the world on how to win the mind, heart and spirit of the Asian consumer — digital and non-digital.

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Availability

Detail Information

Series Title

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Call Number

LEN 658.80095 KOT

Publisher

Toh Tuck Link, Singapore : World Scientific publising., 2017

Collation

288p. ; 23 cm.

Language

English

ISBN/ISSN

9789813201958

Classification

658.80095

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Marketing
Information Communication Technology (ICT)
Digital Marketing
Economy
Social Culture
Marketing Strategy
Asia
Internet marketing

Specific Detail Info

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Statement of Responsibility

Philip Kotler, Hermawan Kartajaya, Hooi Den Huan

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