FROM FUNDAMENTAL MARKETING TO NEW WAVE MARKETING

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 13 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 205-247 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In the 21st century, technology is increasingly more pervasive, providing more opportunities, to participate, interact, and collaborate. This has lead to more connected networks. What we have seen, experienced, and explored about marketing has changed and shifted over the past 20 years. Marketing has indeed continued to transform. Web 2.0 has changed the structure of the business environment leading to the most remarkable changes in marketing. The impact of the internet and Web 2.0 has indeed made every aspect of the marketing world change entirely as human beings become more humane, more interactive, more participative, and more social…

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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