Spotlight Insights
Insights
Articles, books, case studies, and research from the Kotler Marketing Institute on what is shaping marketing today.
ANTA Sports: From Chinese Champion to Global Multi-Brand Sportswear Powerhouse
How a domestic footwear maker became one of the largest multi-brand sportswear groups in the world through a "single-focus, multi-brand, globalization" formula, and whether its hybrid positioning can sustain capital efficiency.
Read moreSingapore Airlines: Sustaining Excellence Through Turbulence
An airline with no domestic market saw 96 percent of its fleet grounded in 2020. This case traces how Singapore Airlines recalibrated its service-driven model through crisis and recovery to record profit.
Read moreSANY Heavy Equipment: Scaling Global Heavy Machinery Through Digitalization and Electrification
How a China-based mining and port equipment maker pursued globalization, digital intellectualization and low-carbon development through a volatile industry cycle, and what it cost in margins and leverage.
Read moreVinFast: Racing Ahead or Running on Empty?
VinFast captured 21.3 percent of Vietnam's car market in 2024 while burning US$1.9 billion in cash. This case asks whether an aggressive growth model can ever translate into sustainable profitability.
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Marketing 7.0: A Guide for Thinking Marketers in the Age of AI
Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence. Marketing 7.0 introduces mind-centric marketing and prepares you to engage a new breed of consumer: the augmented human.
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Reimagining Operational Excellence: Inspirations from Asia
Explore the cutting edge of marketing new products and services from leading businesses in Asia, and the transformative strategies that have propelled the region to the forefront of the global business arena.
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Marketing 6.0: The Future Is Immersive
Rediscover the fundamentals of marketing along with the rise of metamarketing: how to integrate technology and business model evolution with the dramatic shifts in consumer behavior of the last decade.
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Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability
An eye-opening discussion of the future of marketing from four of the leading minds in the field: a groundbreaking redefinition of entrepreneurial marketing for dynamic business environments.
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Marketing 5.0: Technology for Humanity
Rediscover the fundamentals of marketing from the best in the business: how marketers can use technology to address customers' needs and make a difference in the world.
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Marketing 4.0: Moving from Traditional to Digital
Marketing has changed forever, and this is what comes next: the much-needed handbook for next-generation marketing in an increasingly connected world and changing consumer landscape.
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Marketing 3.0: From Products to Customers to the Human Spirit
Understand the next level of marketing: a model that treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are.
Read moreUnderstanding the Three Augmented Human Brain Networks in Marketing 7.0
Marketing 7.0 introduces consumers as "augmented humans". Iwan Setiawan explains the three brain networks being reshaped by AI: the attention brain, the social brain, and the reward brain, and what each means for marketers.
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