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Core Tactic: From Differentiation To Codification

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

Author

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

Abstract

As discussed earlier, positioning essentially is a promise delivered by a company to customers. For the company not to lose customers’ trust, the promise must be fulfilled. Therefore, positioning must be supported by strong differentiation. If a company fails at creating a strong differentiation, it results in an overpromise but underdelivery situation. Ultimately, the company’s brand reputation is endangered. Conversely, when differentiation is implemented in line with the positioning that is communicated, then it will naturally help to build a solid brand integrity…

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Core Tactic: From Differentiation To Codification," World Scientific Book Chapters, in: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS, chapter 8, pages 137-152, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813201972_0008
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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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