Page 8 - MYM 2016

from the desk of the editor focusing on finding Solutions
The second issue of Mind Your Market- ing is here! It is our great pleasure to present to you 19 thought-provoking articles centered around marketing, and focusing on topics such as social
change, branding, and social media. is year, a er suggestions from our readers, we have added more case studies as well as a book review. Among our notable authors, we are honored to have our founder, marketing guru Professor Philip Kotler, as well as Nobel Peace Laureate Muhammad Yunus.
e aim of World Marketing Summit is to “create a better world through marketing” for our future generations. I am delighted to read articles where the contributing authors focused on how we may shape our planet and protect it from future disasters. Among others, Muhammad Yunus writes in his inspiring article that we must stop the race of a few people toward accumulating so much wealth that they put our planet at risk in the pursuit of their “happiness”. e wealth gap has become a serious threat, though it is still not being focused on in the media. e result is poverty, social unrest, discrimination, and con ict, be it in South Asia, Africa, North America or Europe. While social crimes such as killing, abusing others, and growing hatred are evident one way or another, the media unfortunately focuses the outcome of the fact, not the root causes.
is year 99% of wealth will be going into the hands of just 1% of the population, and it is time to sound the alarm and take actions against this growing problem. A similar voice is raised by our guru Professor Kotler: “In many of the developed countries of the world, including America, income
inequality is generating a lot of social unrest...
Isn’t income inequality among countries likely to cause even bigger problems than income inequality among people? Like terrorism and war?”
Apart from the growing wealth gap, the next most burning issue we face is global warming, both problems created by us. Are we going to present
a world to our children and grandchildren where they will embrace a totally unlivable environment – socially and economically? Can’t we, in the words of Professor Yunus, aim to “create a world of three zeros: zero poverty, zero unemployment, and zero net carbon emission”?
In this issue, there are some great articles that show us how we can use marketing to change our planet, through socially-oriented policies, branding, research and innovation. I am con dent that the knowledge passed on to us by our authors will help many of us internalize the root causes of the emerg- ing crisis, and show us how we can create a better world through marketing and business.
is year, we have chosen to feature Kohzoh Takaoka on our cover page. He is one of the most recognized business leaders in Japan, holding the position of President and CEO at Nestlé Japan Ltd. Under his dynamic leadership, Nestlé Japan has become a business icon not only in its home coun- try, but also in Asia and beyond.
Kohzoh graduated from the Faculty of Busi- ness Administration at Kobe University in 1983, and joined Nestlé Japan that same year. In 2005, he became President and CEO of Nestlé Confectionery Co., and in 2010, he was appointed Vice President
8 | MINd YOUr MarkETING OCTOBEr 2016