PRODUCT-CENTRIC PERSPECTIVE: CONNECTIVITY IN PRODUCT DEVELOPMENT

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 4 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 65-83 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Generally, in the early post–World War II years, a mass-marketing and “pure” product-centric strategy prevailed. Henry Ford was famous for his vision of the Model T as a standard product (offered in “any colour you want so long as it’s black”) and affordable to the broadest market. General Motors, under Alfred Sloan, offered “a car for every purse and purpose” (from Chevrolet to Cadillac) (Quelch and Jocz, 2008). Almost in the same era, Japanese manufacturers started building their industrial empires. Their strategy was based on a mass-market approach incorporating mass production, high volumes, and modest unit profit margins…

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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