MARKETING VALUES FOR EXCELLENT EXECUTION

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 7 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 175-210 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. In the horizontal era, brand, which is at the core of “value”, has undergone a transformation to include a more human character. The other two sub-elements of “value”, service and process, have also changed in the New Wave era: service has been redefined into “care” and process has become “collaboration”…

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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