Titel: Marketing Moves: A New Approach to Profits, Growth, and Renewal
Autor/en: Philip Kotler, Dipak C. Jain, Suvit Maesincee
Juli 2001 - gebunden - 193 Seiten
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,customersare scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality.
Marketing Movesdescribes 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 callholistic 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 Movesshows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world.
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
About the Authors
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.