As we launch the 4th edition of the AMF Journal in 2024, we embrace the transformative power of marketing principles that shape not only businesses but the world around us. This edition shines a spotlight on the enduring impact of Marketing 3.0, a philosophy that emphasizes creating value for humanity, not just customers. In this context, Minor Food Group’s achievement in winning the prestigious 2024 Asia Marketing Excellence Award for its “Responsible Marketing-Preneur” approach serves as a beacon for brands aspiring to drive meaningful change. Yet, as we celebrate the success of Marketing 3.0, we also look to the horizon with Professor Philip Kotler’s introduction of Marketing 6.0—a new wave where technology, empathy, and sustainability converge to redefine how businesses engage with society. This evolution in marketing reflects the dynamic landscape that professionals today must navigate, combining the wisdom of the past with the innovation of the future.

In this volume, we feature seven thought-provoking, peer-reviewed articles from National Marketing Associations across Asia. The first article, Minor Food Group: Pioneering Responsible Marketing-Preneur, explores how this trailblazing company achieved success by balancing profitability with social impact, offering a compelling blueprint for businesses aiming to thrive through ethical leadership. The second article, Epistle on Democratization of Knowledge under Globalization: Engaging AMF, provides a roadmap for ensuring that marketing knowledge is accessible and democratized in our increasingly globalized world, fostering a future where human values are prioritized alongside business success. The third article, Digital Marketing in Malaysia: Strategies for Success in a Dynamic Landscape, delves into the retail industry, offering key insights on how businesses can adapt to the fast-evolving digital sphere. The forth article, ADVERTS That Are Diverted: How Influencers Are Changing the Advertising Game explores the transition from traditional advertising to influencer marketing, highlighting its benefits, challenges, and best practices.

Continuing the exploration of regional marketing dynamics,the fifth article, Customer Satisfaction and Commitment Mediate Customer Orientation of Service Employee and Customer Retention in Indonesian Multi-Finance Company, examines how customer orientation, satisfaction, and commitment drive retention in the Indonesian financial services sector, providing a deeper understanding of service marketing in a competitive environment. The sixth article, Chief ‘AI’ Officer in the Leadership Value Chain?, highlights how AI can optimize leadership, while stressing the importance of human traits like empathy and intuition, advocating for a balance between AI and human insight. Finally, Innovative Solutions for Integrated Medical Life: Phyathai-Paolo’s Path to Winning the Asia Marketing Excellence Award in the Marketing Company of the Year Category highlights its success in combining patient-centered marketing, innovative technologies, and a collaborative culture to drive growth and enhance healthcare outcomes. Together, these articles offer actionable insights and strategies for today’s marketing practitioners and academics, reflecting the diverse challenges and opportunities in Asia’s marketing landscape.

As the editor of this journal for the second year, I am honored to lead a publication that brings together such impactful content. On behalf of the dedicated editorial board and arbitration committee, I extend my sincere gratitude to our contributors, reviewers, and editorial teams for their tireless efforts in making this edition possible. This journal is a testament to the power of collaboration, innovation, and responsible marketing. Let’s continue to push boundaries, challenge conventions, and drive forward the future of marketing—one that not only excels in business but also elevates society.