CUSTOMER-CENTRIC PERSPECTIVE: CONNECTING WITH THE DIGITAL CONSUMER

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 5 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 85-100 from World Scientific Publishing Co. Pte. Ltd.

Abstract: “Nobody ever got fired for buying from IBM” was a popular “business myth” among computer salespeople in the 1970s and 1980s. Although IBM entered the computer industry later than other big players, it was soon to achieve dominance in the fast-growing market. What was its success formula? Some business people — including executives from IBM competitors — went on to falsely assume that the answer was a superior product. Although IBM’s products performed solidly, they usually did not come with the benefit of latest innovations. Some of IBM’s competitors have pioneered online operating systems, virtual memory, minicomputers, and most other breakthrough capabilities. IBM was an adopter of these innovations, but not often the leader…

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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