MARKETING VALUE WITH VALUES

Philip Kotler, Hermawan Kartajaya and Den Huan Hooi

Chapter 12 in Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers, 2017, pp 213-229 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As noted previously, the third component of the marketing architecture, apart from “strategy” and “tactic”, is “value”, which consists of three sub elements: brand, service, and process. As discussed earlier, in the horizontal era, brand marketing — which is at the core of value — has undergone a transformation to cultivate a more human character. This chapter discusses how the other two sub-elements of value, service and process, have changed in the New Wave era: how service has been redefined into “care” and process has become “collaboration” (Fig. 12.1).

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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