Normal view MARC view ISBD view

Kotler, Philip

Marketing for Competitiveness: Asia to The World! In the Age of Digital Consumers - Singapore World Scientific Publishing Co. Pte. Ltd. 2017 - 288p

Preface: The Anatomy of Change
1. Technology as the Primary Driver
2. Political-Legal, Economy, and Social Culture as the Main Drivers
3. Market as the Ultimate Driver
Summary

Part I: Marketing is Transforming? Competitive Landscape: The Dynamic Arena
4. Product-Centric Perspective: Connectivity in Product Development
5. Customer-Centric Perspective: Connecting with the Digital Consumer
6. Human-Centric Perspective: Doing Good by Doing Well in the Connected World
Summary

Part II: Marketing is Moving? Competitive Position: The Core Essence
7. Being Strategy: From Positioning to Confirmation
8. Core Tactic: From Differentiation to Codification
9. Value Indicator: From Brand to Character
Summary

Part III: Marketing Is Creating? Competitive Marketing: The Whole Set
10. Marketing Strategy for Value Exploration
11. Marketing Tactic for Value Engagement
12. Marketing Value with Values
Summary

Postface Glorecalization Mindset: Asia to the World!
13. Asia's Local Champions
14. Asia's Regional Players: Asia Vision, Local Actions
15. Asia's Multinational Companies: Global Value, Regional Strategy, Local Tactics
Summary

ISBN: 9789813201965

Subjects--Personal Names:
Marketing
Digital Consumers

Dewey Class. No.: 658.8 / KOT