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

by Philip Kotler (Author), Dipak C. Jain (Author), Suvit Maesincee (Author) "These business leaders are focusing on the potential impact of the Internet on future market and business behavior..." (more)
Key Phrases: holistic marketing concept, competency space, internal resource management, America Online, Charles Schwab, Identifying Market Opportunities (more...)

Editorial Reviews

Product Description
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.

From the Back Cover
"For more than three decades, Philip Kotler has been the authority on marketing for business grad students around the world," says Howard Rothman of Amazon.com. Business-minds.com agrees: "Kotler has done more than probably anyone else to cement marketing's reputation as a serious business discipline." In times of high anxiety, uncertainty, and confusion over what matters in marketing, real marketers turn to Kotler for insight and advice. In this state-of-the-art address, Kotler and his esteemed colleagues Dipak C. Jain and Suvit Maesincee bring us up to date on both the principles and the practices that really work when all else is failing.

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Product Details

• Hardcover: 193 pages
• Publisher: Harvard Business School Press (April 2002)
• Language: English
• ISBN-10: 1578516005
• ISBN-13: 978-1578516001
• Product Dimensions: 9.2 x 6.3 x 0.9 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.2 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #788,650 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars High level thinking and writing on marketing, December 22, 2002

By	Ames Brown (United States) - See all my reviews

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.

5 of 5 people found the following review helpful:

2.0 out of 5 stars Interesting but not extraordinary, December 10, 2002

By	Javier (Monterrey, Mexico) - See all my reviews

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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Perfect for teaching marketing concepts, December 10, 2005

By	Michael "Michael" (Portland, OR) - See all my reviews

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.