HUMAN-CENTRIC PERSPECTIVE: DOING GOOD BY DOING WELL IN THE CONNECTED WORLD

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 3 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 75-97 from World Scientific Publishing Co. Pte. Ltd.

Abstract: We believe that companies concerned with social problems can obtain greater economic benefits. Citing the words of Bill Gates, “they can do good and do well at the same time”. This basic idea also underlines the emergence of the concept of human-centric marketing or Marketing 3.0. This concept asserts that we can combine economic objectives with social objectives in “one package” while gaining a sustainable competitive advantage…

Keywords: Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789813275478_0003 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789813275478_0003 (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:9789813275478_0003

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 ().