Books & Publications


Think New ASEAN!

Author: Philip Kotler;
Co-Author: Hermawan Kartajaya; Den Huan Hooi
Hardcover: 264 pages
Publisher: McGraw-Hill Education (Asia);
Second edition (November 6, 2014)

Book Description:

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, Honda, Semen Indonesia, AirAsia, Jollibee, Timbre, TaoKaeNoi, and Vinamilk. What did they do to generate enormous support from loyal customers? How do champions sustain their position in the long term amid 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 ASEAN!

Author: Philip Kotler;
Co-Author: Hermawan Kartajaya; Den Huan Hooi
Hardcover: 208 pages
Publisher: McGraw-Hill Education (Asia);
First Edition edition (December 18, 2006)

Book Description:
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.


Attracting Investors

Author: Philip Kotler
Co-Author: Hermawan Kartajaya, S. David Young
Hardcover: 256 pages
Publisher: Wiley (August 13, 2004)

Book Description:
Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investors
How can businesses do a better job of attracting capital? The answer: “Marketing!” Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don’t understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.
Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, and the author of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books, including Repositioning Asia and Rethinking Marketing. S. David Young (Fontainebleu, France) is a Professor of Accounting and Control at INSEAD in Fountainebleu, France.


Rethinking Marketing

Author: Philip Kotler
Co-Author: Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
Paperback: 218 pages
Publisher: Prentice Hall (August 28, 2002)

Book Description:
The objective of this book is to offer a fresh perspective to entrepreneurs and business managers on understanding how successful business strategies are crafted and how such enterprises are managed in Asia. Steering away from the conventional approach of most textbooks on Asian business, the scope of the book covers a holistic perspective, which combines a scintillating host of marketing and strategy theories with Asian business philosophy. This ingenious concoction brings about a broad-based approach to viewing the myriad problems that assailed Asian-based firms from time to time. As a consequence, firms are in a better position to solve their problems.

For greater clarity of thoughts and practicality, the theories are operationalised through a number of models and frameworks. Interwoven into articulation of the concepts are the experiences of Asian firms and captains of industry. In addition, cases are included to provide illustrations of how the concepts may be usefully applied.
Overall, this book aims to contribute to our current knowledge of how to run a successful enterprise in Asia. Practitioners and industry executives will find this book useful.


Repositioning ASIA

Author: Philip Kotler, Hermawan Kartajaya
Hardcover: 250 pages

Publisher: Wiley (August 16, 2000)

Book Description:
The authors have combined their expertise and insight to write a book that cuts through the confusion and misinformation about Asia to provide an invaluable guide to local and global companies who want to succeed in this key world region. If you can read only two books about Asia, read this book twice.” Professor Warren J. Keegan Director, Institute for Global Business Strategy Pace University “I highly recommend Repositioning Asia. It is an engaging, lucid and important contribution to the understanding of the transformation of Asia’s economies and enterprises.

The authors’ prescriptions will gain even greater significance in the emerging global cyber-era.” Howard V. Perlmutter Emeritus Professor of Social Architecture and Management The Wharton School, University of Pennsylvania “Repositioning Asia is a welcome contribution. Drawing on a wealth of research, it effectively combines strategic marketing expertise with local market knowledge.. For Asian companies and MNCs alike, it highlights winning formulas to underpin sustainability in the future.” Dr. Laurie Wood Chairman, The Chartered Institute of Marketing “New Asia will be very different from the New America. Here lies the real value of this book: it offers a real world view of the local dynamics at work to build the New Asia. The insights offered by the authors should allow you to become a partner in the recovery of Asia.” Jesper Koll Chief Economist, Merrill Lynch (Japan) “A deep analysis of Asia’s diversified markets from a unique perspetive. This book is a blueprint for Asia 2000 and beyond.” Dr. Michio Torii Honorary Advisor, Asia-Pacific Marketing Federation Founder, Suntory Group of Japan

Book Info:
Provides guidelines for sustainable growth in an increasingly turbulent global environment. Discusses the future of Asia. Provides inspiration for policy makers and executives seeking to lay the foundations of a new Asia. DLC: Asia–Economic conditions–1945.

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