His research has been widely cited and received numerous awards.
Kevin Lane Keller' is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He has helped many leading Asian companies create sustainable strategies in the past decade.Īdditional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau. His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies.
He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. The company constantly adds technology that gives it a competitive advantage in the marketplace.Īdapted from Philip Kotler, Ten Deadly Marketing Sins (Hoboken, NJ: John Willey & Sons, 2004) pp.Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. The company builds marketing leadership and a team spirit among its various departments. The company builds strong brands by using the most cost-effective communication and promotion tools. The company exercises strong control over its product and service mix.
The company manages a marketing planning system that leads to insightful long-term and short-term plans. The company develops systems for identifying opportunities, ranking them, and choosing the best ones. The company build partners out of its stakeholders and generously rewards them. The company knows its major competitors and their strengths and weakness. The company maps it customers’ needs, perceptions, preferences, and behavior and motivates its stakeholders to obsess about serving and satisfying the customers. The company segments teh market, chooses teh best segments, and develops a strong position in each chosen segment.
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