This book analyses competitive companies from 18 Asian countries that have successfully practiced new Wave marketing and in so doing, provide invaluable lessons that others may find useful. Comprehensive case studies are used not only to describe how some of Asia?s best companies compete, but also to analyze the concepts of new Wave marketing their actions are based on. This book is unique in its depth and breadth of cases, from companies in the ASEAN region to north-east Asia, including Mongolia and SAARC. The authors of this book, Professor Philip Kotler, arguably the father of modern marketing, hermawan kartajaya from Indonesia, and hook den huan from Singapore, are all experts in their field and have previously produced other bestsellers. This book, with its focus on real life examples of competitive Asian companies in the age of digitalization, complements the principles and theoretical frameworks of new Wave marketing that are detailed in its sister book, marketing for competitiveness.