MARKETING VALUES FOR EXCELLENT EXECUTION

Abstract

As noted previously, the third component of the marketing architecture, apart from “strategy” and “tactic”, is “value”, which consists of three sub-elements: brand, service, and process. In the horizontal era, brand, which is at the core of “value”, has undergone a transformation to include a more human character. The other two sub-elements of “value”, service and process, have also changed in the New Wave era: service has been redefined into “care” and process has become “collaboration”…