THINK ASEAN! RETHINKING MARKETING TOWARD ASEAN COMMUNITY 2015

Philip Kotler, Hermawan Kartajaya and Hooi Den Huan, McGraw Hill, US$28

Books are being churned out by American presses on China and India by the dozen. The mega predictions by Harvard professors and New York Times columnists of these skyrocketing economies all make interesting and often apocalyptic reading, certainly if you are living under the shadow of these two giants.

But what is often forgotten is that there is a world outside of these two powerhouses and good prospects that do not necessarily have to be tied in with their future.

The rush of both international corporations to set up manufacturing plants and a willingness to plough millions of dollars into China and India as a result of shareholder pressure has reached absurd proportions. And as such, when a world leading marketing mind like Philip Kotler stands up and says hang on, what about other opportunities for investment and development in Asia, there is good reason to take note.

The author of countless step-by-step guides to marketing best practice has teamed up with Hermawan Kartajaya and Hooi Den Huan and brought out a book that focuses in the Asean region.

In Think ASEAN! Rethinking Marketing Toward ASEAN Community 2015, they challenge conventional wisdom and analyse Asia-based companies, many of which are home-grown, who have not looked to the US or Europe when seeking to expand outside of their borders, but to the countries that make up the Asean grouping of 500 million people.

This is an equally compelling proposition for international investors who are looking to fund companies to expand outside of their traditional territories, claim the authors.

The book describes the Asean landscape, its dynamics and differences, while providing examples of companies such as Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam), not to mention AirAsia, which have utilised the regional grouping to dramatic effect.

It is a book about recognising future opportunities and provides thoughtful insight and intelligence on how to go about growing businesses in this region.

Well worth a read.

David Johnson