A Book Review

Marketing for Competitiveness: Asia to the World: In the Age of Digital Consumers

  • Thittapong Daengrasmisopon Stamford International University
Keywords: Book Review, Marketing, Asia, Digital Consumers


This book is one among a very few that were written recently by internationally recognized marketing scholars and were specifically focused on ASEAN Plus Three markets (i.e. Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam, plus China, Japan and South Korea) in the context of digital consumers in the today’s marketplace. The authors of this book are Philip Kotler, Distinguished Professor, Kellogg School of Management, Hermawan Kartajaya, Founder of Asia Marketing Federation and Founder and Chairman of MarkPlus, Inc., and Hooi Den Huan, Director, Nanyang Technopreneurship Center, all of whom are also the co-founders of Philip Kotler Center for ASEAN Marketing. This book addresses the key challenges for businesses to stay competitive in the rapidly evolving 21st century or the so-called Asian Century. The main content is organized into five sections, Preface: The Anatomy of Change, Part I: Marketing Is Transforming?, Part II: Marketing Is Moving?, Part III: Marketing Is Creating?, and Postface: Glorecalization Mindset: Asia to the World! The book also provides a list of useful summary notes at the end of each section.