Overview

MarTech and SalesTech with Asian Characteristics offers a clear-eyed view of why global playbooks rarely succeed in Asia without thoughtful adaptation. After two decades in the field, I've seen firsthand how mobile-only behaviors, fragmented platforms, and diverse regulatory environments reshape even the most sophisticated technology strategies. This book distills those realities into practical guidance that helps readers understand not just what is different in Asia, but why those differences matter commercially. The chapters walk through data, customer journeys, SalesTech, vendor ecosystems, and change management with a focus on real-world execution. Whether it's integrating with LINE, navigating data localization laws, or aligning sales and marketing across marketplaces and messaging apps, the book emphasizes that success comes from respecting local behaviors rather than forcing global uniformity. For students and professionals exploring their career paths, the message is empowering: technology alone doesn't create value-contextual intelligence does. Those who learn to balance global frameworks with local insight will be the ones who drive meaningful impact in fast-growing, culturally diverse markets.

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