MARKETING TACTIC FOR VALUE ENGAGEMENT

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 11 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 191-211 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The previous chapter covered the three components of marketing architecture, namely strategy, tactics, and value. Tactics, the second component of the architecture, in the Legacy era, would consist of three main elements: differentiation, marketing mix, and selling. Differentiation is the core tactic of the company, describing the uniqueness that it offers to the target market. This uniqueness is then created through the 4Ps—product, price, place, and promotion (marketing mix). Further, to build and maintain long-term relationships based on mutual benefits with the customer, selling is an effective tactic (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
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