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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

Rethinking Marketing

Sustainable Market-ing Enterprise in Asia

Second Edition

Philip KotlerHermawan KartajayaHooi Den HuanSandra Liu

Singapore London New York Toronto Sydney Tokyo MadridMexico City Munich Paris Capetown Hong Kong Montreal

Sihem Dekhili

Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon

Philip Kotler, Nancy Lee

ISBN: 9780133410150Purchase book