Rethinking Marketing Sustainable Marketi

Philip Kotler

ISBN 10: 0130465445 / ISBN 13: 9780130465443
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Sinopsis: 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.

About the Author: Philip Kotler is the S.C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University. He received his Master’s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.

Philip has authored over 25 marketing books and has published over 100 articles in leading journals, several of which has received best-article awards. He is also the recipient of numerous outstanding awards including AMA’s Distinguished Marketing Educator Award, the European Association of Marketing Consultants and Sales Trainers prize for marketing excellence, the Leader in Marketing Thought by the Academic Members of AMA, AMA’s ‘Paul Converse Award’, the Annual Charles Coolidge Perlin Marketing Research Award and the ‘Marketer of the Year’ award from Sales and Marketing Executives International.

Hermawan Kartajaya is the Founder and President of MarkPlus&Co, a strategy-consulting firm that was recently rated the number one Indonesian consulting firm by SWA Magazine. Among his clients are major global companies such as Indofood and Goodyear Tire Company. He is an advisor to the Sultan of Yogyakarta and an Honorary Consul for the Czech Republic in Surabaya, Indonesia.

Hooi Den Huan was the former Head of Marketing and Business Policy and Marketing and Tourism Management at the Nanyang Business School, Nanyang Technological University, Singapore. He holds a PhD in Business Administration from the Manchester Business School, University of Manchester, England. His professional qualifications include being an associate member of the Chartered Institute of Marketing (CIMUK), the Chartered Institute of Management Accountants (CIMA) and the Institute of Chartered Accountants in England and Wales (ICAEW).

Den Huan is the Secretary-General of the Asia Pacific Marketing Federation (APMF) Foundation, an umbrella body comprising national marketing bodies in the Asia/Pacific region. He was a past Council member of the Marketing Institute of Singapore and the Singapore Institute of Management and he sits on the Professional Development Committee of the Singapore Professional Centre. He is also a Fellow and Programme Committee Member of the Pan Pacific Business Association, University of Nebraska, Lincoln.

Dr. Sandra S. Liu received her Ph.D. from University of London and post-doctoral visiting scholarship from the Kellogg Graduate School of Management at North-western University. She is currently with Purdue University and actively building collaboration between China and the University at large.

Dr. Liu has taught Sales Management, Industrial Marketing, Marketing Management, Marketing Communications, International Marketing, Small Business Management in the undergraduate program and Marketing Management, Strategic Marketing, Sales Force Management in the MBA program. Her research interests encompass strategic marketing issues on sales management, corporate entrepreneurship, strategic alliance, and market entry strategies for both private and public sectors. The most recent research focuses on knowledge management process and issues in organizations in transition.

Dr. Liu has recently been elected Fellow and had actively engaged in various activities in Hong Kong Institute of Marketing (HKIM) as Director for Institutional Affairs Committee for the past three and a half years. Dr. Liu has also functioned as the liaison between HKIM and the Asia Pacific Marketing Federation (APMF), which has eleven member countries and several associate and affiliated member countries from other Continents of the world. The most recent endeavour for APMF is the foundation of World Marketing Association together with American Marketing Association, European Marketing Association, and Latin American Marketing Confederation.

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Título: Rethinking Marketing Sustainable Marketi
Encuadernación: Trade Paperback
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