Customer Reviews

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

5 star:		(2)
4 star:		(0)
3 star:		(0)
2 star:		(3)
1 star:		(0)

 

 

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.

Clearly when one looks at the book authors, expectations get really high.

What I find really interesting is the new marketing paradigm that they propose, which focuses on a holistic marketing framework that encompases: looking at value from three perspectives (value exploration, value creation and value delivery) and looking at managing activities from three dimensions (demand, resource and partners) in order to create your market offer, business architecture, marketing activities, and operational system that drive profitability.

The issue is that discussions are too focused on e-business and don't provide much detail. For example, it touches different ideas such as CRM, One-to-One Marketing, Permission Marketing, customer loyalty, and Life Time Value but they don't disscuss them thoroughly.

I recommend it so you can understand how your marketing philosophy should be evolving based on their new marketing paradigm and how it links to other ideas, but be careful because you won't find much detail. Don't expect too much or you might be dissapointed.

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.

This book has focused too much on E-commerce.It does not provide something new on the issue of strategic marketing.I feel disappointed with the famous author.

The book begins with great promise with the authors doing a great job of capturing the impact of the internet, globalization and hyper-competition on the concept of marketing.

The authors introduce a new marketing paradigm called holistic marketing, and present a "holistic marketing" framework. The rest of the book is devoted to describing various elements of this framework.

The book dissappoints from the point this new framework is presented. It ends up being a compilation of information on business systems and applications for customer-centric marketing. The latter half of the book lacks depth. All said, the book doesn't stand apart from some of the others on this subject and is one among many.