Think New ASEAN!

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Table of Contents
Foreword
Preface
Acknowledgments
Executive Summary: Forget the World, Think ASEAN, Act Local

Part One The New ASEAN Business Landscape
Chapter 1 The Impact of Information and Communication Technology

Chapter 2 The Impact of Globalization

Chapter 3 The Future Market of ASEAN

Chapter 4 Compete for ASEAN Customers

Part Two Lessons from ASEAN Marketing Companies
Chapter 5 Local Champions
Bank Rakyat Indonesia
Telkomsel
Sosro
BFM
KPJ Healthcare
OldTown White Coffee
X-mini
The Learning Lab
Timbre Group
President Bakery
TaokaeNoi
Oishi
National Book Store
SM Supermalls
Philippine Long Distance Telephone
Wrap & Roll
Vietravel
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
Apple
Givaudan
H&M
Samsung
Huawei
Kinokuniya

Part Three ASEAN Marketing in Practice
Chapter 8 ASEAN Vision, Local Action
Garuda
CIMB
Zalora

Chapter 9 Global Value, ASEAN Strategy, Local Tactic
P&G
Inditex
Honda
 

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.