MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony

Philip Kotler and Den Huan Hooi
Additional contact information
Philip Kotler: Northwestern University, USA
Den Huan Hooi: Nanyang Technological University, Singapore

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: This book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.

Keywords: Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens (search for similar items in EconPapers)
JEL-codes: L26 M3 M31 (search for similar items in EconPapers)
Date: 2021
ISBN: 9789811221712
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https://www.worldscientific.com/worldscibooks/10.1142/11862 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 HERMAWAN KARTAJAYA: AN ENTREPRENEUR , pp 3-20

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 2 HERMAWAN KARTAJAYA—THE FOUNDER OF MARKPLUS , pp 21-31

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 3 HK—THE FATHER OF INDONESIAN MARKETING , pp 33-56

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 4 THE THREE DECADES JOURNEY , pp 59-77

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 5 MARKPLUS INSTITUTE — ADVANCING TALENT COMPETENCIES , pp 79-91

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 6 MARKPLUS INC. — OVERCOMING CLIENT CHALLENGES , pp 93-110

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 7 MARKETEERS — MARKETING MEETS CREATIVITY , pp 111-122

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 8 MARKPLUS TOURISM — LEVELING UP LOCAL COMPETITIVENESS , pp 123-128

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 9 THE ANATOMY OF CHANGE , pp 133-145

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 10 4C DIAMOND ANALYSIS , pp 147-156

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 11 POSITIONING–DIFFERENTIATION–BRAND THE MARKETING DNA , pp 157-173

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 12 NINE CORE ELEMENTS OF MARKETING MARKETING STRATEGY–TACTIC–VALUE , pp 175-204

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 13 FROM FUNDAMENTAL MARKETING TO NEW WAVE MARKETING , pp 205-247

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Ch 14 ENVISIONING MARKPLUS , pp 251-273

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

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