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From the world's leading marketing guru,
Philip Kotler, together with co-authors Somkid Jatusripitak
and Suvit Maesincee, comes a new framework for successfully
building national wealth by marketing to the world. With
the rise of the global marketplace, no nation can afford
to focus solely on a healthy domestic economy; its leaders
must also develop policies -- based on a mission and a vision
-- to guide their day-to-day efforts to grow the nation's
economy. The Marketing of Nations is the first book
in its field to connect macroeconomic public policy with
the microeconomic behavior of industries, firms, and consumers,
and the first to apply strategic planning to the building
of national wealth. Step by step, the authors show how managers,
corporate strategists, and government policymakers and planners
can determine the pathways that will best achieve economic
development in the context of world markets.
Within this strategic framework, nations
can assess their strengths and weaknesses, identify their
best opportunities, and implement competitive global policies
and strategies designed to achieve long-run national prosperity.
With plentiful case material on Japan, the Four Tigers,
China, India, Southeast Asia, Latin America, and Eastern
Europe, the authors provide the first comprehensive synthesis
of economic, political, and cultural factors that affect
economic progress in all nations, both industrial
and developing. Rather than relying on any one set of forces
that drive growth, the authors present a broad spectrum
of potential stimulants to economic progress so readers
can better anticipate arguments and counter-arguments favoring
one course of economic development or another. This path-blazing
work is the first to provide operational and management
guidance to government and business leaders. It is also
the first to bridge the typically large gap between what
government officials set as policies at the national level
and the actual workings of the business system at the local
level. The Marketing of Nations shows that national
policies must be grounded in a deep understanding of the
actual behavior of producers, distributors, and consumers
in the marketplace.
The authors present their materials in a
clear four-part package. They begin with an exploration
of the challenge of economic development, and then proceed
to the means of formulating a strategic national vision.
Next they discuss development of policies, infrastructures,
and institutional frameworks, and finally they demonstrate
how the nation and the company must work together to achieve
prosperity.
Philip Kotler is the S.C. Johnson Distinguished
Professor of International Marketing at Northwestern University.
He lives in Evanston, Illinois.
Somkid Jatusripitak is Professor of Marketing
at NIDA in Bangkok, Thailand, where he lives.
Suvit Maesincee is a consultant for Booz-Allen
& Hamilton Inc., in Chicago and Bangkok. He lives in
Bangkok.
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