Auteur: S. David Young

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University »s Kellogg School of Management, and one of the world »s leading authorities on marketing. He is the author of thirty-five books, including Marketing Management (now in its eleventh edition) and Marketing Insights from A to Z. HERMAWAN KARTAJAYA is the founder and president of Mark Plus&Co., one of the foremost strategy consulting firms in Southeast Asia, and has coauthored several bestselling books on Asian marketing, including Repositioning Asia and Rethinking Marketing (with Hooi Den Huan and Sandra Liu). He is also president of the World Marketing Association (WMA) for 2002–2004. S. DAVID YOUNG is Professor of Accounting and Control at INSEAD. He is the coauthor of EVA and Value-Based Management and Profits You Can Trust.