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

Philip Kotler , Dipak V. S. Jain , Suvit Maesincee
5.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

1 Mar 2002
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.


Product details

  • Hardcover: 208 pages
  • Publisher: Harvard Business School Press (1 Mar 2002)
  • Language: English
  • ISBN-10: 1578516005
  • ISBN-13: 978-1578516001
  • Product Dimensions: 23.2 x 17.1 x 2.1 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,328,421 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

Clearly explained with a degree of technical jargon, by the man who established marketing as a rigorous management discipline -- Director Magazine, September 2002

From the Publisher

Kotler teams with e-commerce expert Dipak Jain and practitioner Suvit Maesincee to redefine marketing for today’s world.
 Thought provoking and comprehensive, this book provides a post-bubble synthesis of what works in marketing.
 Kotler is the first to express what marketers should focus on in the new economy from a no-nonsense practical perspective.
 Dismissing the popular view of marketing as an either/or proposition (traditional versus Internet), this powerful book argues for a radically different, holistic view of marketing that encompasses both off-line and online worlds.
 Authors provide a practicable framework for embedding marketing into overall corporate strategy, which requires a shift in mind-set and re-prioritizing of marketing activities within the firm.
 Shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself

Inside This Book (Learn More)
First Sentence
These business leaders are focusing on the potential impact of the Internet on future market and business behavior. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
19 of 19 people found the following review helpful
By Jo Owen
Format:Hardcover|Verified Purchase
Although this is a short book, it takes a long time to read: each page is stuffed full of well thought through ideas on marketing in the digital era. Each page needs to be reread several times to appreciate the scale of what is being said. The basic thrust of the book is that marketing has changed out of all recognition over the last decade under the influence of digital technologies. Unlike most books which look at the digital age and at marketing it is remarkably free of hype. Instead it is long on ideas, frameworks and examples which can be of practical use to managers both from within and outside marketing. Kotler has long been master of old world marketing; with this book he demonstrates that he is master of new world marketing as well.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.2 out of 5 stars  5 reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars High level thinking and writing on marketing 22 Dec 2002
By Ames Brown - Published on Amazon.com
Format:Hardcover
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.
4 of 4 people found the following review helpful
2.0 out of 5 stars Interesting but not extraordinary 11 Dec 2002
By Javier - Published on Amazon.com
Format:Hardcover
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 10 Dec 2005
By Michael - Published on Amazon.com
Format:Hardcover
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.
4 of 5 people found the following review helpful
2.0 out of 5 stars Nothing New 11 Oct 2002
By A Customer - Published on Amazon.com
Format:Hardcover
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.
2.0 out of 5 stars One Among Many 13 May 2003
By Kartik Ramanan - Published on Amazon.com
Format:Hardcover
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.
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