Asian Competitors: Marketing for Competitiveness in the Age of Digital Consumers

Name: Asian Competitors: Marketing for Competitiveness in the Age of Digital Consumers
Brand: Atlantic Books
SKU: 9789813275997
Price: 3000.0 INR
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by Philip Kotler , Hermanwan Kartajaya , Den Huan Hooi

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ISBN13: 9789813275997
Binding: Paperback
Subject: N/A
Publisher: World Scientific Publishing Company
Publisher Imprint: World Scientific Publishing Company
Publication Date: May 10, 2019
Pages: 344
Original Price: USD 28.0
Language: English
Edition: 1
Item Weight: 499 grams
BISAC Subject(s): Marketing / General

About The Book

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.

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