MARKETING MOVES A New Approach to Profits, Growth, and Renewal

• Main Author: Kotler, Philip (Author)
• Other Authors: Jain, D. (Dipak), Suvit Maesincee 1961-
• Format: Book
• Language: English
• Published: Boston, Mass. Harvard Business School Press 2002; ©2002
• Subjects: Marketing > Management; Marketing; Telemarketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xii, 193 pages 24 cm
• Bibliography: Includes bibliographical references (p. 167-180) and index
• ISBN: 1578516005 (alk. paper); 9781578516001

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.