Table of Contents
Foreword I
Foreword II
Preface
Acknowledgments
Executive Summary: Forget the World, Think ASEAN, Act Local
Part I ASEAN from the Top
Chapter 1 Digital Technology in ASEAN
Chapter 2 Impact of Globalization on ASEAN
Chapter 3 The Future Market of ASEAN
Chapter 4 Compete for ASEAN Customers
Part II Lessons from ASEAN Marketing Companies
Chapter 5 Watch out for the Local Champions
              Bengawan Solo
              Dji Sam Soe
              Goldilocks
               MBF Cards
               Bangkok Hospital
               Number One Tonic Drink in Vietnam
Chapter 6 Learn from Locals Going ASEAN
              Extra Joss
              Royal Selangor
              San Miguel
              Eu Yan Sang
              Black Canyon
Chapter 7 Be Inspired by Multinationals Focusing on ASEAN
              3M
              Kinokuniya
              Samsung
Part III ASEAN Marketing in Practice
Chapter 8 ASEAN Vision, Local Action
              AirAsia
              BreadTalk
              Kijang
Chapter 9 Global Value, ASEAN Strategy, Local Tactic
              Hewlett-Packard
              Yamaha
Index

About the Author

New Page 1 Hermawan Kartajaya is President, World Marketing Association; President, MarkPlus, Inc; Tri-founder, Philip Kotler Center for ASEAN Marketing

Hooi Den Huan is Associate Dean, Nanyang Business School, Nanyang Technological University; Tri-founder, Philip Kotler Center for ASEAN Marketing