Today's dynamic and uncertain environment has contributed to the
changing nature of markets. In order for companies to keep up, they will
need to embark on new wave marketing to ride the wave of opportunities
provided by the changes in the environment, such as the digital
revolution.This is critical all over the world, but none more so than in
Asia. Asia is not only the world's biggest market, but also the fastest
growing. It is therefore essential for marketers to understand the
dynamics of Asian companies and what they have to offer to the wider
world. This book analyzes competitive companies from 18 Asian countries
that have successfully practiced new wave marketing and in so doing,
provide invaluable lessons that others may find useful. Comprehensive
case studies are used not only to describe how some of Asia's best
companies compete, but also to analyze the concepts of new wave
marketing their actions are based on. This book is unique in its depth
and breadth of cases, from companies in the ASEAN region to North-east
Asia, including Mongolia and SAARC.The authors of this book, Professor
Philip Kotler, arguably the Father of Modern Marketing, Hermawan
Kartajaya from Indonesia, and Hooi Den Huan from Singapore, are all
experts in their field and have previously produced other bestsellers.
This book, with its focus on real life examples of competitive Asian
companies in the age of digitalization, complements the principles and
theoretical frameworks of new wave marketing that are detailed in its
sister book, . Together, these books provide a comprehensive picture of
the changing Asian marketing landscape.
