book

Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

December 2012

Intermediate to advanced

240 pages

6h 24m

English

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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