MARKETING STRATEGIES FOR VALUE EXPLORATION

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 5 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 127-148 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In the legacy era, marketing strategy is known to consist of three main elements: segmentation, targeting, and positioning. Segmentation can be defined as the way companies look to market their products and services creatively. We call segmentation a “mapping strategy” as it primarily deals with mapping the market in order to determine segments…

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
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