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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010253411 | HF5415 K86 2002 | Open Access Book | Book | Searching... |
Searching... | 30000004347039 | HF5415 K86 2002 | Open Access Book | Book | Searching... |
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Summary
Summary
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 andinfrastructure 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.
Author Notes
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Reviews 1
Choice Review
Marketing Moves is a work of creative synthesis that integrates basic marketing concepts into our technology-driven, customer-focused, Web-based world. The authors assert that "marketing has not kept pace with markets...," a situation they set out to rectify. The book is remarkable for its lucid, direct approach whose simplicity belies the authors' total command and understanding of the subject. This work presents a new "holistic" marketing paradigm rather than a mutation of the existing literature. The authors' profound new look at the marketing function infuses the "best" of traditional marketing with the digital world, and they offer guidance on implementing their new holistic marketing approach. Marketing Moves is a signal achievement, stylistically elegant, well organized, and an important contribution to the literature. Highly recommended for practitioners, undergraduate and graduate students, and indeed, anyone interested in the marketing function and how holistic marketing can build a marketing platform that will meet the challenges and opportunities of a "customer-centric" world. S. A. Schulman CUNY Kingsborough Community College
