The document discusses new wave marketing strategies that provide high impact with low budgets. It contrasts legacy marketing approaches with new wave marketing, noting that new wave marketing focuses on understanding customers, building relationships, and collaboration rather than hard selling. It also outlines 12 C's for new wave marketing strategies, including caring, community, and co-creation. Finally, it positions new wave marketing as providing high returns with low investments.

1. N ew W ave M arketing Low Budget, High Impact Marketing Hermawan Kartajaya Prepared by Wais Yoong

2. P roduction Vs S ales Vs M arketing Hermawan Kartajaya Production Concept Person Selling Concept Person Marketing Concept Person Produce Best product in the world, But do not satisfy customers Sell products (hard-sell), Do not care of customer’s needs & wants Understand customers Build and manage relationship Ethical New Wave Marketing . Low Budget, High Impact Marketing

3. N ew W ave M arketing New Wave Marketing . Low Budget, High Impact Marketing LEGACY MARKETING NEW WAVE MARKETING Process Product Targeting Segmentation Differentiation Positioning Service MARKETING MIX Branding Promotion Place Selling Price Collaboration Co-creation Confirmation Community Codification Clarification Caring CROWD COMBO Character Conversation Communal Commercialization Currency 12 C’s Strategies Tactics Value-added Hermawan Kartajaya

4. L ow B udget , H igh I mpact M arketing NEW WAVE SEVEN DWARFS SNOW WHITE LEGACY Budget (Investment) Impact (Return) High Low Low High New Wave Marketing . Low Budget, High Impact Marketing Hermawan Kartajaya

5. E nd New Wave Marketing . Low Budget, High Impact Marketing Hermawan Kartajaya Prepared by Wais Yoong