Rethinking Marketing: Sustainable Market-ing Enterprise in Asia
Authors: Philip Kotler, Hermawan Kartajaya, Hooi Den Huan & Sandra Liu
Publisher: Pearson Prentice Hall	Format: pbk, 206 pages
ISBN: 0130465445	Copyright: 2003

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This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in a changing Asian business environment.

Concepts are presented through models and frameworks. These are illustrated by case studies of a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be better able to understand the problems encountered by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.



PREFACE|AUTHORS' PROFILE|WHERE TO BUY?

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 have received best-article awards. He is also the recipient of numerous outstanding awards including AMA's "Distinguished 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 Parlin Marketing Research Award and the "Marketer of the Year" award from Sales and Marketing Executives International.

Apart from being very active in consulting for many renowned companies, Philip plays a key role in various academic and professional organizations. He is a member of the Board of Governers of the School of the Art Institute of Chicago and the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, Budapest University of Economic Science and Public Administration, and the Catholic University of Santo Domingo.



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.

Hermawan is a very active author. His book which he co-authored with Philip Kotler entitled Repositioning Asia: From Bubble to Sustainable Economy was an Asian bestseller and was also given a five-star rating by Amazon.com. His recent joint article with Kotler, "Only the Sustainable Succeed", was published in the inaugural issue of the Nanyang Business Review (January to June, 2002). He is currently engaged in writing three other books with Kotler, apart from his own publications.

In addition to his consulting business, Hermawan has delivered numerous keynote addresses to various local and international forums. He is the Founder of the Asian GLOBE-The Jakarta CEO Club and plays a significant role in many professional organizations. Apart from being a past President of the Indonesian Marketing Association and the Asia Pacific Marketing Federation, he is the Pro-tem Chairman of the Asia Pacific Marketing Federation Foundation and the current President of the World Marketing Association.


Sandra S. Liu Sandra Liu received her PhD from the University of London and post-doctoral visiting scholarship from the Kellogg Graduate School of Management at Northwestern University. She is currently with Purdue University and actively building collaborations between China and Purdue University.

Prior to becoming an academic in 1990, Sandra had extensive experiences in the pharmeceutical industry with a geographical spread of the United States, Korea, Taiwan, Hong Kong, the Philippines, Singapore, Malaysia, Thailand and Indonesia. She has been active in conducting consultancy and executive training programmes for both academic institutions and industry, such as 3M, Artal, Shui Hing, Rosemand International and China Resources Company, in Hong Kong and China. Sandra has taught courses like Marketing Management, Consumer Behaviour, Industrial Marketing, International Marketing, Sales Management, Small Business Management, Retaili Strategy and Strategic Marketing at either the undergraduate or Master's level. She has authored a number of books and journal articles around her research interests that encompass knowledge management and customer relationship management in both retail and industrial sectors; customer contact channels and sales management; and corporate entrepreneurship, market orientation and organizational learning for organizations in transition.

Sandra is an elected Fellow of the Hong Kong Institute of Marketing (HKIM). She was the Director for the Institutional Affairs Committee and served as the liaison person between HKIM and the Asia Pacific Marketing Federation, which together with the American Marketing Association (AMA), the European Marketing Confederation and the Fedaracion Latin Americanna de Marketing, forms the World Marketing Association.


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