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.

Rethinking Marketing: Sustainable Marketing Enterprise in Asia - (PHS NO US SALE)

Business & Money

Hooi Den Huan

Kartajaya, Hermawan

Kotler,Philip

Liu, Sandra

Marketing & Sales

Pearson Education Canada

<p> This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them. </p>

Rethinking Marketing: Sustainable Market-ing Enterprise in Asia (Second Edition)

PHILIP KOTLER

Hermawan Kartajaya

Sandra Liu

PRENTICE/HALL

Overview 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 segment-specific 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. Target 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.

Think New ASEAN!

McGraw-Hill Education / Asia

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Books by Hooi Den Huan