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Asian Competitors: Marketing for Competitiveness in the Age of Digital Consumers. P.コトラー他著 アジアの競争者 －デジタル消費者の時代における競争性のためのマーケティング－
・ISBN 978-981-3275-46-1 hard US$ 55.00
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お気に入り
★★★
・ISBN 978-981-3275-99-7 paper US$ 28.00
￥6,560.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-981-3275-47-8
| 著者・編者 | Kotler, Philip / Kartajaya, H. / Hooi, Den Huan, |
|---|---|
| 出版社 | (World Scientific, SI) |
| 出版年月 | 2019 |
| ページ数 | 350 pp. |
| 言語 | ENG |
| ニュース番号 | ＜648-1008 648-P2056＞ |
解説
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.This is critical all over the world, but none more so than in Asia. Asia is not only the world's biggest market, but also the fastest growing. It is therefore essential for marketers to understand the dynamics of Asian companies and what they have to offer to the wider world. This book analyzes competitive companies from 18 Asian countries that have successfully practiced new wave marketing and in so doing, provide invaluable lessons that others may find useful. Comprehensive case studies are used not only to describe how some of Asia's best companies compete, but also to analyze the concepts of new wave marketing their actions are based on. This book is unique in its depth and breadth of cases, from companies in the ASEAN region to North-east Asia, including Mongolia and SAARC.The authors of this book, Professor Philip Kotler, arguably the Father of Modern Marketing, Hermawan Kartajaya from Indonesia, and Hooi Den Huan from Singapore, are all experts in their field and have previously produced other bestsellers. This book, with its focus on real life examples of competitive Asian companies in the age of digitalization, complements the principles and theoretical frameworks of new wave marketing that are detailed in its sister book, . Together, these books provide a comprehensive picture of the changing Asian marketing landscape.