IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9789811221729_0011.html
   My bibliography  Save this book chapter

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
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9789811221729_0011
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789811221729_0011
    Download Restriction: Ebook Access is available upon purchase.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wschap:9789811221729_0011. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.