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Positioning–Differentiation–Brand The Marketing Dna

In: MARKPLUS, INC WINNING THE FUTURE — MARKETING AND ENTREPRENEURSHIP IN HARMONY

Author

Listed:
  • Hermawan Kartajaya
  • Philip Kotler
  • Den Huan Hooi

Abstract

In a volatile, uncertain, complex, and ambiguous (VUCA) era, business organisations have to deal with highly complicated and competitive circumstances. Many business organisations may jump straight into tactical executions to score quick wins in their pursuit of short-term profitability, without due regard for a fundamental strategy that will also bring sustainable marketing success. Winning the competition and the future requires a company to win not only the market share but also the mind share and heart share of the customers. A strong alignment and integration between marketing strategy and marketing tactics is critical for a company to be able to deliver good value to its customers. This will also shape the company’s marketing DNA…

Suggested Citation

  • Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2021. "Positioning–Differentiation–Brand The Marketing Dna," World Scientific Book Chapters, in: MARKPLUS, INC WINNING THE FUTURE — MARKETING AND ENTREPRENEURSHIP IN HARMONY, chapter 11, pages 157-173, World Scientific Publishing Co. Pte. Ltd..
  • Handle: RePEc:wsi:wschap:9789811221729_0011
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    More about this item

    Keywords

    Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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