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Kuala Lumpur, August 14:: Asian marketers should change their mindset and style to go forward by switching to global brand marketing, said "Father of Modern Marketing", professor Philip Kotler.
He said Asian companies also needed a better understanding of the role that the marketing department could play in turning customer insight into profitable growth.
"The powerful forces of globalisation and technological advances are causing today's market to change at an incredible pace with intense competition from growing economies of China and India, growing consumer price and value, the old marketing tradition may be failing us," the marketing guru said at a press conference on Monday.
Kotler is in Malaysia for a one-day seminar themed "21st Century Marketing" jointly organised by the Institute of Marketing Malaysia (IMM), Universiti Putra Malaysia and Telekom Malaysia Bhd.
Earlier, he said, big companies were doing well recording positive growth by adapting new concepts and applied market positioning, research and using latest technologies.
He would like to see Malaysia have one established home brand then strengthen it locally before going global like in Brazil, India and China.
"Customer relationship management is important to ensure this. The brand will be considered a success if the company has loyal customers.
"There is no point to keep on attracting new customers but failed to keep them," he said.
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