Kotler's New Thinking -- Continuous Marketing Model and Asian Cases

Author: Kotler et al.
Publisher:
Publish Date: 2004-02-01
Features: This book is an internationally popular bestseller and an outstanding work on marketing. It is sharp in thought, enlightening, and guides the cutting edge of marketing management practice, filled with sparks of ideas. The book has a concise and clear structure, novel content, and a uniquely ingenious layout. It is particularly suitable as a reference book and tool for business managers and marketing professionals. The sister book to this one, "Kotler's New Thinking—Sustainable Marketing Model," proposes some concepts and theories with significant contemporary influence and introduces the main marketing strategies adopted by Asian enterprises. This book further argues the principles it explains and selects representative cases to explain the principles of corporate sustainable marketing from a practical application perspective. This is not an ordinary case collection but is closely tied to the series of concepts around sustainable marketing enterprises mentioned in its sister book. It provides readers with a fresh perspective to examine the business models of successful Asian enterprises. The book adopts a systematic viewpoint, blending theories of marketing, management, strategy, and the philosophy of Asian enterprises, attempting to view the long-standing problems that haveed Asian enterprises from multiple angles. The book is compact in structure and clear in thought, offering strong guidance for readers to understand the business strategies of Asian enterprises.