Marketing Moves

Marketing Moves

Edited by Philip Kotler · Dipak Jain · Suvit Maesincee
Harvard Business School Press March 2002

Specifications

ISBN-13
9781578516001
Publisher
Harvard Business School Press
Publication
March 2002
Format
Hardback , 208 pages
Jurisdiction
International ? Countri(es) for reference only

Details

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.

Table of 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

About the Author

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.

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