Earticle

초록

영어

This case study shows how KINTEX has achieved its business success through marketing activities just for 5 years after its opening. Traditionally 4p was regarded as useful tactics for implementing marketing activities, but it is very limited to short-term based strategies and not focused on customer’s value. I used Dr. Kumar’s 3 Values management model. Dr. Kumar, a marketing professor of London Business School, proposed that marketing should be on CEO’s top agenda.So marketing should focus on strategic segment, providing solution, market-driving and corporate marketing. This could be achievable through developing 3Values – Valued Customers, Value Proposition and Value Network. So the KINTEX case is based on Dr.Kumar’s 3Vs model.

목차

Abstract
 Ⅰ. INTRODUCTION
 Research Questions
  1. Marketing Strategies and executions in terms of Dr. Kumar’s 3Vs
  2. Strategic and organizational challenges for the next step of KINTEX
 Ⅱ. Marketing as Strategy
  1. Overview
  2. Marketing as a transformational engine
 Ⅲ. Case Study : KINTEX
  1. KINTEX’s 3Vs - Valued Customer; Who to serve?
  2. KINTEX’s 3Vs - Value Proposition; What to offer?
  3. KINTEX’s 3Vs - Value Network; How to deliver?
  4. KINTEX marketing; From Selling Products to Providing Solutions
  5. From Market-Driven to Market-Driving; who leads the next generation?
  6. From Strategic Business Unit Marketing to Corporate Marketing
 Ⅲ. CONCLUSION
 References

키워드

저자

• Hyoung Joo Lee [ Senior Manager of Business Strategy Team, KINTEX ] Main Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380