MARKETING STRATEGY FOR VALUE EXPLORATION

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 10 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 175-190 from World Scientific Publishing Co. Pte. Ltd.

Abstract: If compared with a building, then the marketing architecture would consist of three main pillars, namely strategy, tactic, and value. In the legacy era, marketing strategy has been known to consist of three main elements: segmentation, targeting, and positioning. All three constitute the foundation for a company to win mind share (Kotler et al., 2003)…

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
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789813201972_0010 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789813201972_0010 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789813201972_0010

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().