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Marketing Moves: A New Approach to Profits, Growth, and Renewal
Contributor(s): Kotler, Philip (Author), Jain, Dipak C. (Author), Maesincee, Suvit (Author)

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 ISBN: 1578516005     ISBN-13: 9781578516001
Publisher: Harvard Business Review Press
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Binding Type: Hardcover
Published: July 2001
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Temporarily out of stock - Will ship within 2 to 5 weeks

Annotation: The new realities of the market place require a new set of tools and concepts. This guide provides a comprehensive way by offering a framework for embedding marketing into corporate strategy.
Additional Information
BISAC Categories:
- Business & Economics | E-commerce - Internet Marketing
- Business & Economics | Advertising & Promotion
- Business & Economics | Entrepreneurship
Dewey: 658.8
LCCN: 2001039445
Physical Information: 0.81" H x 6.72" W x 9.12" L (1.00 lbs) 193 pages
Review Citations: Choice 09/01/2002 pg. 149
 
Descriptions, Reviews, Etc.
Publisher Description:
Forget the tired argument about old versus new economy say internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee. The Internet, globalization, and hypercompetition are forcing companies to redefine their markets, market offerings, and marketing operations so that they can compete successfully in both the old and the new economies. The scarcity of customers, not products, calls for making marketing the primary driver of strategic planning and infrastructure effectiveness. Marketing can no longer create value by being seen only as a department whose main charge is to dispose of the company's products and services. The authors urge companies to broaden the marketing concept into a holistic framework, one in which companies and their collaborators become proficient at identifying new value creation opportunities and capable of delivering products, services, and experiences that more precisely match individual customer requirements. Thought provoking and comprehensive, this book shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself.
 
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