Editor’s Note:
In 1991, Mr. Michio Torii took the initiative of setting up the Asia Pacific Marketing Federation (APMF). In August 6, 2007 under worldwide political and economic shift, APMF was renamed Asia Marketing Federation (AMF) promulgated by the Jakarta Declaration. Professor Philip Kotler was named as the Honorary Patron while Mr. Hermawan Kartajaya was unanimously selected as the Patron of AMF. Presently, Professor Boojong Kim of Marketers Society of Korea is the President of AMF. On behalf of all the members of the association, it is my pleasure and honor to present the second edition of the AMF Journal.
This second edition is published amidst the worst global health crises ever recorded (COVID19 Pandemic), many marketers as part of their frontline work across our nations and globally, have sacrificed their lives serving their community and the humanity at large. We solemnly pay our respect and homage towards all. Indeed, it is evident that the task of a marketer is not merely pushing brands, but rather to keep the civilization moving forward.
The years during the post pandemic period is going to be extremely challenging for businesses at large. The helm of affairs will have to be navigated by the marketers to ensure societal wellbeing through continued value enhancement and technology adaptation. To achieve the global agenda, Asia will have to take the leadership role to ensure that consumers across the world are provided with adequate provisions for sustained living. Thus, the importance of marketing knowledge as a guiding tool is inevitable for all of us to go forward. Our focus of this volume includes issues that will help the global marketing fraternity to rekindle their marketing strategy and learn from the experience of Asian nations.
On behalf of the editorial board and the arbitration committee, I thank all our contributors, reviewers, and editorial team for their effort and interest in helping us launch our second edition. Most importantly, I thank all for their continuing quest for knowledge. In this competitive knowledge economy, the most important pursuit will be to acquire and disseminate marketing knowledge for the wellbeing of society. We at AMF promise to endure this mission. I wish you an enjoyable and knowledge-filled reading. Stay safe and well.
Dr. Syed Ferhat Anwar
Second Vice President, Asia Marketing Federation
Professor, Immediate Past Director, IBA – University of Dhaka
Chief Advisor, Bangladesh Brand Forum
