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Search - Marketing Moves: A New Approach to Profits, Growth Renewal

Marketing Moves A New Approach to Profits Growth Renewal
Author: Philip Kotler, Dipak C, Jain, Suvit Maesincee, D. Jain, Suvit Maesincee, Dipak C. Jain

The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not ... more »products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality.

Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy.

The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing-a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders.

Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to:

- Identify new value opportunities for renewing their markets

- Efficiently create the most promising new value offerings

- Deliver products, services, and experiences that more precisely match individual customer requirements

- Consistently operate at the highest level of product quality, service, and speed

Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world.AUTHORBIO: Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.

ISBN-13: 9781578516001
ISBN-10: 1578516005
Publication Date: 3/7/2002
Pages: 193
Rating:

0 stars, based on 0 rating

Publisher: Harvard Business School Press
Book Type: Hardcover
Reviews: Amazon | Write a Review

Genres:

Business & Money >> General
Business & Money >> Marketing & Sales >> Advertising
Business & Money >> Marketing & Sales >> Marketing >> General
Business & Money >> Business Development & Entrepreneurship >> Entrepreneurship
Business & Money >> By Publisher >> Harvard Business School Press >> Management
Business & Money >> By Publisher >> Harvard Business School Press >> Marketing
Computers & Technology >> Web Development & Design >> Internet Commerce >> General
Computers & Technology >> Business Technology >> Web Marketing

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