GOING EAST by Rudolf Tjandra

A profound book on Marketing from Dr. Rudolf Tjandra's perspective as s scholar-practitioner with over 25 years of solid experience in FMCG in Asia. This book provides fundamental thought from the author on ‘what matters most’ to run a successful business and to build a strong brand in the context of the ASEAN market. The competitive environment becomes much more complex today due to technological change and disruption in the digital era, market dynamic and turbulence as well as the change of consumer behavior and preference. Dr. Rudolf internalized on those elements and translated his deep analysis & understanding into strategies on how to create values and opportunities abound in this part of the world. Recommend as a ‘must read’ for every marketing professional in FMCG and other industries, business owners, those working in the field of management profession to broaden their perspective & source of best-practice ideas. And for those in the management studies and academic world, Dr. Rudolf has provided a strong thought process and ‘research in action’ in completing this book and thus making this read worthwhile and really an inspiring one. Dr. Rudolf Tjandra is the Chief Marketing Officer and Director of one of the largest and most successful consumer goods company East Asia. In his 25 years of experience, Rudolf has held key management positions in some of the world-leading companies in Indonesia and overseas. Softcover 14 x 21 x 2.2 cm (portrait) 224 pages 2016 1kg Afterhours Books ISBN: 978-602-6990-17-4