Think New ASEAN!
Rethinking Marketing Towards Asean Economic Community
Author(s): Philip Kotler, Hermawan Kartajaya, Hooi Den Huan
ISBN-13: 9789814595162
Format: Hardback
Subject: Marketing
Pages: 250
Edition: 2
Pub Date: OCTOBER 2014
Copyright Year: 2015
Imprint: McGraw-Hill
Price: USD 25.00
ABOUT THE BOOK
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, and Honda. What did they do to generate
enormous support from loyal customers? How do champions sustain their position in the long term amidst 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 segmentspecific marketing practices not just within but also between ASEAN countries.
Think New ASEAN! offers provocative insights on the current transformations and developments in the region.
Among the features of this edition are updates in the areas of digitization, globalization, the future market of
ASEAN with a greater emphasis on youth, women and netizens, and smart marketing strategies adopted by
some companies which seven years ago were unheard of.
This is an insightful guide that no serious marketer should be without.
MARKET / AUDIENCE
Written for business people and marketers in the ASEAN region. Readers will understand the forces of change
and the impact of globalization and regionalization on future markets. The book highlights opportunities in
ASEAN today and shares models of enterprising and innovative companies who have established themselves
successfully in this region.
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ABOUT THE AUTHOR(S)
Dr Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg
School of Management. He has been honoured as one of the world's leading marketing thinkers. He
received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in
economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary
degrees from 12 foreign universities. He is the author of over 40 books and over one hundred articles.
He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola,
Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited
his Marketing Management as one of the 50 best business books of all times.
Hermawan Kartajaya, the President of World Marketing Association, is one of the ‘50 Gurus Who Have
Shaped The Future of Marketing’ appointed by The Chartered Institute of Marketing, United Kingdom
(CIM-UK).
An internationally acknowledged speaker and lecturer, he attended Harvard Business School’s Program
on Case Method and Participant-Centered Learning in Boston and Beijing, exclusively designed for
senior professors and deans of universities in Greater China and Singapore. Since 2006, he guest
lectured for Nanyang MBA and Nanyang Fellows Programme in Singapore. He has been invited as a
speaker by seminars and conferences around the world. Recently, he became the first speaker at the
World Marketing Summit 2012 in Dhaka, Bangladesh. He was also the keynote speaker for the QSP
Summit 2012 in Porto, Portugal and a featured speaker for the Kellogg Innovation Network Global
Summit 2012 in Evanston, US.
Hooi Den Huan is an Associate Professor, Marketing and International Business Division, Nanyang
Business School, NTU, Singapore. Together with Philip Kotler and Hermawan Kartajaya, he established
the Philip Kotler Center for ASEAN Marketing.
Apart from being an Advisory Board Member for Marketing Management and IS, Cornell UniversityNanyang Institute of Hospitality Management, Prof Hooi is also the Secretary-General of the Asia
Marketing Federation Foundation. In addition, he is an International Advisory Board member for the
School of Business Management, Bandung Institute of Technology (ITB). He has conducted Executive
programmes/talks for more than 50 organizations in Singapore and overseas.
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TABLE OF CONTENTS
Foreword
Preface
Acknowledgments
Executive Summary: Forget the World, Think ASEAN, Act Local
Part One
Chapter 1
Chapter 2
Chapter 3
Chapter 4
The New ASEAN Business Landscape
The Impact of Information and Communication Technology
The Impact of Globalization
The Future Market of ASEAN
Compete for ASEAN Customers
Part Two
Chapter 5
Lessons from ASEAN Marketing Companies
Local Champions
Bank Rakyat Indonesia
President Bakery
Telkomsel
TaokaeNoi
Sosro
Oishi
BFM
National Book Store
KPJ Healthcare
SM Supermalls
OldTown White Coffee
Philippine Long Distance Telephone
X-mini
Wrap & Roll
The Learning Lab
Vietravel
Timbre Group
DHG
Chapter 6
Local Companies Going ASEAN
Kalbe Farma
Semen
Telkom
AirAsia
Securiforce
Axiata
UserScout
Kenko
Viki
Minor International
Thai Beverage
Mitr Phol
Jollibee
Pennshoppe
Universal Robina
VinaMilk
Kymdan
Trung Nguyen
Chapter 7
Multinational Focusing on ASEAN
Ben & Jerry’s
Samsung
Apple
Huawei
Givaudan
Kinokuniya
H&M
Part Three
Chapter 8
ASEAN Marketing in Practice
ASEAN Vision, Local Action
Garuda
CIMB
Chapter 9
Zalora
Global Value, ASEAN Strategy, Local Tactic
P&G
Honda
Inditex
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