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Marketing Strategy For Value Exploration

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

Author

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

Abstract

If compared with a building, then the marketing architecture would consist of three main pillars, namely strategy, tactic, and value. In the legacy era, marketing strategy has been known to consist of three main elements: segmentation, targeting, and positioning. All three constitute the foundation for a company to win mind share (Kotler et al., 2003)…

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Marketing Strategy For Value Exploration," World Scientific Book Chapters, in: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS, chapter 10, pages 175-190, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813201972_0010
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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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