HERMAWAN KARTAJAYA—THE FOUNDER OF MARKPLUS

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 2 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 21-31 from World Scientific Publishing Co. Pte. Ltd.

Abstract: What distinguishes one company from other companies? Its mission and vision will be important, but these may only be fully understood and appreciated by its employees. Other than that, there is another thing that is important and visible to others. These are its values, which can be conveyed not just through its statements but also by the concrete results that are delivered…

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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