book

Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition

by Philip Kotler

December 2012

Intermediate to advanced

240 pages

6h 24m

English

Pearson

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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

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About the Authors

Philip KotlerKellogg School of Management Northwestern UniversityU.S.

Philip Kotler is the S. C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University. He received his Master’s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.

Philip has authored over 45 marketing books and has published over 130 articles in leading journals, several of which have received best-article awards. He is also the recipient of numerous outstanding awards ...