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

Author

Listed:
  • Philip Kotler

    (Northwestern University, USA)

  • Hermawan Kartajaya

    (MarkPlus Inc, Indonesia)

  • Den Huan Hooi

    (NTU, Singapore)

Abstract

Asia is the most populated geographical region, with 50% of the world's inhabitants living there. Coupled that with the impressive economic growth rates in many Asian countries, the region provides a very attractive and lucrative market for many businesses, big and small and from all industries. In addition, Asia is also a dynamic market that significantly grows with developments in technology and digitalization. For example, a research by Google and Temasek shows that Southeast Asia is the world's fastest growing internet region. The internet economy in Southeast Asia is expected to grow by 6.5 times from US$31 billion in 2015 to US$197 billion in 2025.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 10313.
    • Handle: RePEc:wsi:wsbook:10313
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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/10313
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    Citations

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    Cited by:

    1. Wen-Bing Gau, 2019. "A Reflection on Marketing 4.0 From the Perspective of Senior Citizens’ Communities of Practice," SAGE Open, , vol. 9(3), pages 21582440198, July.

    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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