THE ANATOMY OF CHANGE

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 9 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 133-145 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Marketing is often mistaken as merely a tactical approach to beat the competition. Hence, many companies and marketers only observe micro-factors surrounding the business competition. Some might only observe its competitors’ movements in a particular area, to determine the company’s overall strategy. Some may just follow the customers’ needs and wants. Some may even just focus solely on their companies’ capability in delivering values to beat the competition — without taking macro-factors into account. Many might take the view that macro-factors such as economic or political conditions possess little effect on a company’s business. Hermawan argues that marketing is the core of business strategy, and when formulating a business strategy, it is not enough just to consider only the micro-factors in the business landscape. The ultimate goal of a company is not only beating the current competition but winning the future. Hence, identification and analysis of macro-factors surrounding the business landscape is crucial.

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
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