ABSTRACT
Indonesia is among the most diverse and complex countries. It has faced numerous challenges, setbacks, and triumphs. With the world’s fourth largest population, it is a market that attracts considerable attention from multinational corporations, despite occasional bouts of economic and political instability. This chapter provides an overview of its geographical traits and historical developments and then provides more detailed discussion of the political, economic, marketing, and consumer tendencies and trends. While Indonesia can be considered to be at a crossroads, in many ways, indicators and author observations suggest that economic growth and increases in marketing activities and consumption are likely.
