Marketing Moves: A New Approach to Profits, Growth & Renewal

By Philip KotlerDipak C. JainSuvit Maesincee, et al.

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 1578516005
• ISBN13: 9781578516001
• Release Date: July 2001
• Publisher: Harvard Business Review Press
• Length: 193 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.8" x 6.7" x 9.1"

Customer Reviews

Perfect for teaching marketing concepts

I read Marketing Moves in about three days. This book is very good. An excellent source for learning marketing and how it should play a role in your business. A very good source for entrepreneurs. The authors are the number one source for marketing in the business world. I highly recommend this book.

High level thinking and writing on marketing

The book provides a brilliant and easily digestable historical overview of "old" and "new" marketing and corporate strategy. Upon this foundation the book describes the current state of commerce and makes reccommendations for successful corporate strategy. If you have read several marketing related books, the material may not seem revolutionary; however, the writing and clear thinking in this book puts it in a league of its own and creats its value. The book very effectively synthesizes history, theory, and the current state of corporate strategy and notably enhanced my thinking on marketing.