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Product-Centric Perspective: Connectivity In Product Development

In: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS

Author

Listed:
  • PHILIP KOTLER
  • HERMAWAN KARTAJAYA
  • DEN HUAN HOOI

Abstract

Generally, in the early post–World War II years, a mass-marketing and “pure” product-centric strategy prevailed. Henry Ford was famous for his vision of the Model T as a standard product (offered in “any colour you want so long as it’s black”) and affordable to the broadest market. General Motors, under Alfred Sloan, offered “a car for every purse and purpose” (from Chevrolet to Cadillac) (Quelch and Jocz, 2008). Almost in the same era, Japanese manufacturers started building their industrial empires. Their strategy was based on a mass-market approach incorporating mass production, high volumes, and modest unit profit margins…

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Product-Centric Perspective: Connectivity In Product Development," World Scientific Book Chapters, in: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS, chapter 4, pages 65-83, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813201972_0004
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    More about this item

    Keywords

    Asian Marketing; Digital Asia; Digital Consumers; Asian Digital Consumer; Marketing in Asia; Asian Companies; Asian Businesses; Doing Business in Asia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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