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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition
book

Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

by Philip Kotler
December 2012
Intermediate to advanced content levelIntermediate to advanced
240 pages
6h 24m
English
Pearson
Content preview from Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

Appendix 2. Generic Architecture for Facing the Crisis

In order to better understand the Architecture sub-model that we discussed in Chapter Three, we will apply it to a particular case: the Asian crisis, which began in 1997, and is still affecting a number of countries in the region.

The crisis started in Thailand. Hastened by global currency speculators, the baht was sent into a nosedive. It then spread to other Asian countries—first South Korea, then Hong Kong, Taiwan, Singapore, Malaysia and Indonesia. The crisis had far-reaching and fundamental consequences for the countries of the region. The three most significant of these were the instability of national economies, bringing with it a breakdown in public confidence; the stagnation of business ...

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Publisher Resources

ISBN: 9780133410150Purchase book