book

Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

by Philip Kotler

December 2012

Intermediate to advanced

240 pages

6h 24m

English

Pearson

Read now

Unlock full access

Notes

Sustainability LoopPolitical, Technical and Cultural ChangeNotes
The 4C Diamond Sub-ModelChangeCompetitorsCustomersCompanyNotes
The Strategic Business TriangleStrategy: “How to Win the Mind Share”Segmentation: “View your Market Creatively”Targeting: “Allocate your Resources Effectively”Positioning: “Lead your Customer Credibly”Tactic: “How to Win the Market Share”Differentiation: “Integrate your Content, Context and Infrastructure”Marketing Mix: “Integrate your Offer and Access”Selling: “Integrate your Company, Customer and Relationship”Value: “How to Win the Heart Share”Brand: “Avoid the Commodity-Like Trap”Service: “Avoid the Business-Category Trap”Process: “Avoid the Function-Orientation Trap”Notes
Creating Value For The Three Main StakeholdersValue EquationAcquiring, Satisfying And Retaining The Three Main StakeholdersScorecard: Controlling And Monitoring Value DriversValue IndicatorsBuilding A Value CultureNotes
Dream, Personality, ActivityYin-Yang and Hourglass DiagramInspirationInspiring Through VisionBuilding “Reason for Being” Through MissionInterpreting Philosophy With Goals And Business ScopeCultureHarmonized Yin-YangStrong Culture: Guiding, Bonding And RulingInstitutionTotal Model Of EnterpriseNotes
ChangeThe EconomyThe MarketCompetitorsCustomersNotes

Content preview from Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

Appendix 1. The Asian Landscape

Having explained in detail the 4C Diamond sub-model in Chapter Two, we will apply it to assess and analyse the new Asian business landscape. The goal here is not only to find out the current picture, but also to get an idea of what the future landscape will look like. By doing this, companies will have a better understanding of the threat, potential opportunities and core competencies that need to be developed in order to face the future competition.¹ The results of this analysis are outlined in Figure A1.1.