ENVISIONING MARKPLUS

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 14 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 251-273 from World Scientific Publishing Co. Pte. Ltd.

Abstract: MarkPlus faced many obstacles and challenges in its last 30 years and like any other company, it had its fair share of ups and downs, along the way. The downs made MarkPlus reflect from its mistakes and improve and the ups made it stronger. Now, already in its 30th year of existence, MarkPlus is heading toward encompassing sustainability…

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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