MARKET AS THE ULTIMATE DRIVER

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 3 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 35-53 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The market is a place where forces of supply and demand operate. This is a place where companies — as value suppliers — compete to win the minds and hearts of the customers — as value demanders. In the business world, the market acts like an estuary for the changes that occur at the macroscale. The technological revolution further drives economic, political-legal, and socio-cultural changes, all of which influence the market…

Keywords: Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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