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Marketing Tactic For Value Engagement

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

Author

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

Abstract

The previous chapter covered the three components of marketing architecture, namely strategy, tactics, and value. Tactics, the second component of the architecture, in the Legacy era, would consist of three main elements: differentiation, marketing mix, and selling. Differentiation is the core tactic of the company, describing the uniqueness that it offers to the target market. This uniqueness is then created through the 4Ps—product, price, place, and promotion (marketing mix). Further, to build and maintain long-term relationships based on mutual benefits with the customer, selling is an effective tactic (Kotler et al., 2003)…

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Den Huan Hooi, 2017. "Marketing Tactic For Value Engagement," World Scientific Book Chapters, in: Marketing for Competitiveness: ASIA TO THE WORLD! IN THE AGE OF DIGITAL CONSUMERS, chapter 11, pages 191-211, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813201972_0011
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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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