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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.