BOOK REVIEW Marketing for Competitiveness: Asia to the World: In the Age of Digital Consumers. Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan. Singapore: World Scientific, 2017. 288 pp. ISBN 978-981-3201-96-5 (pbk).
Abstract
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.
