POSITIONING–DIFFERENTIATION–BRAND THE MARKETING DNA

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 11 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 157-173 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In a volatile, uncertain, complex, and ambiguous (VUCA) era, business organisations have to deal with highly complicated and competitive circumstances. Many business organisations may jump straight into tactical executions to score quick wins in their pursuit of short-term profitability, without due regard for a fundamental strategy that will also bring sustainable marketing success. Winning the competition and the future requires a company to win not only the market share but also the mind share and heart share of the customers. A strong alignment and integration between marketing strategy and marketing tactics is critical for a company to be able to deliver good value to its customers. This will also shape the company’s marketing DNA…

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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