Marketing Moves

A New Approach to Profits, Growth and Renewal

Philip Kotler

192 pages, parution le 15/04/2002

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Résumé

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.

Contents

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

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Philip Kotler
Parution	15/04/2002
Nb. de pages	192
Format	16 x 24
Couverture	Relié
Poids	458g
Intérieur	Noir et Blanc
EAN13	9781578516001
ISBN13	978-1-57851-600-1