Navigating ASEAN

Dr. Rudolf Tjandra currently serves as the Director in Charge of the Consumer Health Division of Indonesia's largest and fastest-growing publicly listed company: Kalbe Group. He possesses a career spanning nearly three decades, during which he has held various pivotal management and C suites roles including as CEO in prominent companies both domestically and internationally.Prof. Amalia E. Maulana, Ph.D. is a Professor in Marketing at BINUS University. Before joining as a faculty member and academic researcher, Prof. Amalia had over 15 years of experience as a professional in branding, holding key leadership positions in various companies, such as Unilever Indonesia, Frisian Flag Indonesia, Reckitt & Colman Indonesia, Nutricia Indonesia, and Insights Asia.

• Chapter 1: Emic and Etic Marketing Approaches – Applying Anthropological Concept to Marketing.- Chapter 2: Do You Have What It Takes to Succeed in Emerging Indonesia?.- Chapter 3: Move On From China, Go ASEAN.- Chapter 4: Indonesian Market: Consumer Insight and Proven Strategy - A closer look into ASEAN's largest economy.- Chapter 5: Creating Value in Our Super Competitive ASEAN.- Chapter 6: Consumers Buy Values NOT Products.-   Chapter 7: Brand, Brain, Behaviour.- Chapter 8: The Power of Storytelling in FMCG Branding.- Chapter 9: Best Practices Are Not Always the Best.- Chapter 10: Performing for a Better Tomorrow.- Chapter 11: Strategic Planning in the Real World.

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