Rethinking Marketing

Philip Kotler is the S.C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University. He has authored over 45 marketing books and has published over 130 articles in leading journals, and is a recipient of many marketing awards and honorary doctorates.
Hermawan Kartajaya is the Founder and President of MarkPlus, Inc., a leading strategy consulting firm in Indonesia, and is also a co-author with Philip Kotler for the Asian bestseller, Repositioning Asia: From Bubble to Sustainable Economy. He is also the President of the World Marketing Association.
Hooi Den Huan is Associate Dean (Corporate Services) and an Associate Professor at the Nanyang Business School. He is an elected Fellow of the Pan Pacific Business Association, and was a Visiting Scholar at the Sloan School of Management, MIT.
Sandra Liu is a faculty member with Purdue University and an elected Fellow of the Hong Kong Institute of Marketing. She has authored a number of books and journal articles and was a Visiting Scholar at the Kellogg Graduate School of Management, Northwestern University.

List of Case Studies About the Authors About the Philip Kotler Center for ASEAN Marketing Preface Foreword Introduction – About the Sustainable Marketi-ing Enterprise Model


Part 1 Sustainable Chapter 1 Drive Your Sustainability Loop Part 2 Market-ing Chapter 2 Analyse Your Landscape Chapter 3 Design Your Architecture * Strategy : “How to Win the Mind Share” * Tactic : “How to Win the Market Share” * Value : “How to Win the Hear Share” Chapter 4 Balance Your Scorecard Part 3 Enterprise Chapter 5 Build Your Inspiration, Culture and Institution * Inspiration * Culture * Institution Epilogue – Putting it All Together Appendix 1 – The Asian Landscape Appendix 2 – Generic Architecture for Facing the Crisis
List of Case Studies: Chapter 1 Drive Your Sustainability Loop 1.1 SM Prime Holdings Inc : Malling as a Way of Life Chapter 2 Analyse Your Landscape 2.1 Asian Paradox : Universalization vs Fortification 2.2 Changi International Airport

Chapter 3 Design Your Architecture 3.1 Dell’s Positioning – Differentiation – Brand Virtuous Cycle 3.2 Competing for the Asian Travellers 3.3 Sing Tel 3.4 My Majesty – The Urban Commuter 3.5 Secret Recipe – Secrets of Success 3.6 Better than Hotel, More than a Home… 3.7 AirAsia’s Pricing Strategy : the Enabler of its Ethos – Now Everyone Can Fly 3.8 Bajaj Auto : Vrooming across Global Highways 3.9 Amway – Selling the AMerican WAY in Asia? 3.10 Tiens Group 3.11 Jollibee: The Taste that Conquered a Nation 3.12 The Popular Quotient 3.13 Lenovo – The Challenge of Global Branding 3.14 Café de Coral Holdings Pte Ltd
Chapter 5 Build Your Inspiration, Culture and Institution 5.1 Big Dreams and a Bright Beam for Indonesia 5.2 Matsushita : The “Nobel Prize” Company 5.3 Tan Tock Seng Hospital