REPOSITIONING ASIA: FROM BUBBLE TO SUSTAINABLE ECONOMY. Este artículo no está disponible.REPOSITIONING ASIA: FROM BUBBLE TO SUSTAINABLE ECONOMY

The Asian financial crisis has served as a catalyst for much-needed change, and made an urgent repositioning effort throughout the region critical. This text is intended to co-ordinate and guide such an effort. It provides a new model for the future of Asian business, one which extends the prospect of vital and sustainable growth to economies and companies which have struggled to survive in recent years. While the authors make reference to several macro-economic and national development concepts, their core analysis stems exclusively from the frameworks and principles of strategic marketing management. Their view is that a entire nation or even region can benefit just as much as a single company from using strategic management concepts to determine where it should be heading and how best to get there.

Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies. He has helped many leading Asian companies create sustainable strategies in the past decade. Additional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau.