MARKETING TACTICS FOR VALUE ENGAGEMENT

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 6 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 149-174 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Marketing tactics, the second component of the marketing architecture, consist of three main elements: differentiation, marketing mix, and selling. Differentiation is the core tactic of a company that describes 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, selling is an effective tactic to build and maintain long-term relationships based on mutual benefits with customers…

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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