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

Author

Listed:
  • Philip Kotler

    (Northwestern University, USA)

  • Hermawan Kartajaya

    (MarkPlus, Inc., Indonesia)

  • Den Huan Hooi

    (Nanyang Technological University, Singapore)

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2019. "Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 11135, August.
    • Handle: RePEc:wsi:wsbook:11135
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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/11135
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    Book Chapters

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    More about this item

    Keywords

    Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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