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Marketing Moves

By Philip Kotler

Marketing Moves Business, Finance & Career

Marketing Moves

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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.
Product details
Edition:
1
Number of Pages:
193
Release Date:
2001-07-01
Publication Date:
2001-07-01
Publisher:
Harvard Business Review Press
Languages:
Original: English
ISBN10:
1578516005
ISBN13:
9781578516001
Weight:
462 g
Height:
164 cm
Width:
240 cm
Thickness:
24 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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