CORE TACTIC: FROM DIFFERENTIATION TO CODIFICATION

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 8 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 137-152 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As discussed earlier, positioning essentially is a promise delivered by a company to customers. For the company not to lose customers’ trust, the promise must be fulfilled. Therefore, positioning must be supported by strong differentiation. If a company fails at creating a strong differentiation, it results in an overpromise but underdelivery situation. Ultimately, the company’s brand reputation is endangered. Conversely, when differentiation is implemented in line with the positioning that is communicated, then it will naturally help to build a solid brand integrity…

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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