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"A truly great book should be read in youth, again in maturity and once more in old age, as a fine building should be seen by morning light, at noon and by moonlight."
- Robertson Davies
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ZIN Product Number: 10477352
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| | | |  | | | Product Details
 Format: Hardcover, 1st ed., 208 pages
Publisher: Harvard Business School Publishing
ISBN: 1578516005
Release Date: Jan 2, 2003
| |  | | | In Brief
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.
| | | | From The Publisher
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 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.
| | | | Annotation
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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| | | |  | | | - Contents
- Preface and Acknowledgments
- Part One: Reshaping Marketing for the Digital Economy
- 1: Positioning Marketing as the Driver in the Digital Economy
- 2: Formulating a Market-Renewal Strategy
- Part Two: Creating Competitive Platforms
- 3: Identifying Market Opportunities
- 4: Designing Winning Market Offerings
- 5: Designing the Business Architecture
- 6: Building the Business Infrastructure and Capabilities
- 7: Designing the Marketing Activities
- 8: Designing the Operational Systems
- 9: Achieving Profits and Growth through Market Renewal
- Notes
- Index
- About the Authors
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| | | | | | Keywords
Marketing, Telemarketing, Management, Business / Economics / Finance, Business & Economics, E-Commerce - Internet Marketing, Advertising & Promotion, Entrepreneurship, Marketing - General
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