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Title: Repositioning Asia : From Bubble to Sustainable Economy by Philip Kotler, Hermawan Kartajaya ISBN: 0-471-84665-1 Publisher: John Wiley & Sons Pub. Date: 11 August, 2000 Format: Hardcover Volumes: 1 List Price(USD): $34.95

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Average Customer Rating: 5 (2 reviews)

Rating: 5
Summary: Avoiding the Bubble - A Strategic Framework
Comment: Repositioning Asia - From Bubble to Sustainable Economy

Know the right elements and trigger self-renewal. Integrate these critical factors and your organization will continue to win the heart, mind and value share of the customer. This is the central thrust of this book from these leading marketing gurus' - information hard learnt from the Asian economic crisis.

This text makes a systematic analysis of firstly the process through which organizations develop from new enterprises to solid performers, through to the need for renewal. It outlines the ways in which organizations must trigger their own crisis for renewal before the changing environment does it for them. Following this are the tools to attain and become a sustainable marketing enterprise.

From the initial environmental Outlook, through to the Business Architecture that needs to be built, to the Scorecard for ensuring success, a framework that incorporates planning, cultural and system design is developed. It is a framework to win the heart, mind, and value share of all customers. The external customer, the internal customer (employee) and the investing customer (the shareholder) are all recognized in this comprehensive strategic framework.

This book takes a strategic view of the myriad of factors required for organizations to survive and thrive in today's fast-paced global environment. No longer can organizations fail in their strategic planning, the Asian crisis has shown us all the weakness of a purely piecemeal tactical approach. Organizations must take a holistic approach, an integrative strategic approach, to developing a sustainable advantage. This book is a key text in my own strategic planning, integrating the works of many top authors and consultants into a comprehensive framework for business success.

Rating: 5
Summary: Even for those who is not interested in ASIA, this is 5*
Comment: This book will give you the right perspective about ASIA and what really happen during the crisis (Mid-97-99), which at one point devaluate the currency to 600% (imagine hard currency's value melt down to less than 17% of its former value).

Highly illustrated with ASIAN company's case studies. This book is divided into : Background (understanding the Asia Crisis), Transforming the Nations, and Revitalizing the Companies. A series of -prescriptions- to the crisis for any companies operating in the region.

Kotler needs no introduction. Hermawan Kertajaya is the highest paid strategy and marketing speaker in Indonesia, His ability to explain difficult concepts to churn able materials is a gem. He has written many books in Indonesia, and he has a massive -raving fans- ( for i am one).

For the companies who has the slightest interest in Asia, this book is not to be missed.

I believe CHAPTER 6 (page 163-200), A winning Business Strategy Model, THE SUSTAINABLE MARKETING ENTERPRISE MODEL is one of the FINEST MODEL for COMPANIES to follow. For anyone interested in MANAGEMENT at all, this is reason enough to read the book.

For anybody interested in MARKETING, THE 9 CORE ELEMENTS (p.180 to p.186) alone worth the price of the books, THIS IS A REAL GEM!!! It divide Strategy (Segmentation, Targeting, Positioning) to win the Mind Share, and Tactic (Differentiation, Marketing Mix, and Selling) to win Market Share, and VALUE ( Brand, Service and Process) to win Heart Share. This is NOT ONLY for ASIAN COMPANIES, but work universally for any companies. The idea is so simple yet so correct and powerful.

If i m forced to make a critic, the book is written a bit too-dry-for-my-taste style, too academic, so to speak, but that does not lessen the value in the slightest. Get a copy.