PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. Kotler is the recipient of awards and honorary degrees from schools all over the world. His books have been translated into twenty-five languages.

HERMAWAN KARTAJAYA is the founder and Chairman of MCorp, and the pioneer and leader of a marketing consulting and research firm in Indonesia. He is the founder of the World Marketing Forum (WMF) and the Asia Marketing Federation (AMF), one of the "50 Gurus Who Have Shaped The Future of Marketing" according to The Chartered Institute of Marketing, United Kingdom (CIM-UK), and coauthor with Kotler of several books, including Entrepreneurial Marketing, Marketing 5.0, and Marketing 6.0.

JACKY MUSSRY is the Deputy Chairman of MCorp and CEO at MarkPlus Institute. He has around 27 years of consulting experience spanning multiple industries in Indonesia. He regularly lectures on marketing and strategy related subjects at universities in Indonesia.

Foreword xi

Preface xiii

Acknowledgments xix

1 Operations as the Center of Gravity: The Omnihouse Model 1

2 Competing with the West: Asia as the Rising Model 23

3 The New Perspective of Quality: From Input to Impact 47

4 The New Perspective of Cost: From Cost-Cutting to Social Contributions 67

5 The New Perspective of Delivery: From On Estimate to On Conscience 89

6 The New Perspective of Service: From Standardization to Transformation 109

7 Creativity and Innovation in the New Operational Excellence: How the Korean Wave and Other Trends Are Affecting the World 129

8 Entrepreneurship and Leadership in the New Operational Excellence: How Indian Passion Is Helping Build Dominance 147

9 Productivity and Improvement in the New Operational Excellence: How the Japanese Spirit Goes Beyond Kaizen 165

10 Professionalism and Management in the New Operational Excellence: How Singapore's Attitude Is Becoming World-Class 181

11 The Yin-Yang Advantage: How China Made the Impossible Possible 203

Epilogue: Countries, Capabilities, and Operational Excellence 229

Appendix A: the Omnihouse Model 235

Appendix B: Inner Development Goals 239

Appendix C: Humane Entrepreneurship 243

Appendix D: Marketing Zen 247

Notes 251

About the Authors 275

Index 277