The authors are grateful for the invaluable support and encouragement from the entire management team of MarkPlus, Inc., especially the leadership team: Michael Hermawan, Taufik, Vivie Jericho, Iwan Setiawan, Ence, Estania Rimadini, and Yosanova Savitry.

A special thank‐you and highest appreciation to Richard Narramore, who has been very patient and committed to overseeing and directing the preparation of this book from the beginning until its publication. Without Richard, this book would not exist.

The authors would like to thank the editorial team at Wiley for their amazing attention and collaboration at every stage of the writing process for this book: Angela Morrison, Deborah Schindlar, Susan Geraghty, and Rene Caroline. Our thanks also go to Kevin Anderson at Kevin Anderson & Associates and his editorial team, who helped ensure that each chapter would be much more concise and easy to read: Emily Hillebrand, Amanda Ayers Barnett, and Rachel Hartman.

We would also like to thank and give thumbs up to the MarkPlus Institute team, who have worked tirelessly for almost two years to help conduct research, brainstorm with authors, and prepare many valuable materials: Ardhi Ridwansyah, Giovanni Panudju, and Thasya Fadilla.

We also wish to acknowledge, with deep appreciation, the support from the World Marketing Summit and the following member organizations of the Asia Marketing Federation and the Asia Council for Small Business (ACSB):

Member Organizations of the Asia Marketing Federation:

Member Organizations of the Asia Council for Small Business