NINE CORE ELEMENTS OF MARKETING MARKETING STRATEGY–TACTIC–VALUE

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 12 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 175-204 from World Scientific Publishing Co. Pte. Ltd.

Abstract: “We simplify the complex things.” Hermawan often repeats this phrase, emphasising the thinking approach that is always used by himself and MarkPlus, Inc. In this fast-paced era, where innovation and technology keeps driving and changing the market, marketing needs to be updated all the time. Many new concepts, approaches, and theories about marketing keep emerging in this new world; it seems that there are hundreds, if not thousands, of new marketing concepts and ideas. Marketing fundamentals, however, remains. Marketing remains centered on customer–product–brand management, as it was for decades. Hermawan believes that it all comes down to nine simple elements; to him, it is much better and more effective to conceptualise scattered elements into one model that is easy to understand. He developed what is known as the Nine Core Elements of Marketing (Figure 12.1). The concept is illustrated in the strategic business triangle or strategy–tactic–value (S–T–V) triangle framework. The framework shows three dimensions of marketing architecture, namely: Strategy — “how to win the mind share,” Tactic — “how to win the market share,” and Value — “how to win the heart share” (Kotler et al, 2003). To simplify things, these 9 Core Elements of Marketing are divided into three groups reflecting the S–T–V aspects. Each aspect covers three elements of the framework…

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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