Dipak C. Jain: Marketing Moves

Cover: 9781578516001 | Marketing Moves | A New Approach to Profits, Growth, and Renewal

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Sprache: Englisch

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Beschreibung

Forget the tired argument about "old" versus "new" economy say internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee. The Internet, globalization, and hypercompetition are forcing companies to redefine their markets, market offerings, and marketing operations so that they can compete successfully in both the old and the new economies. The scarcity of customers, not products, calls for making marketing the primary driver of strategic planning and infrastructure effectiveness. Marketing can no longer create value by being seen only as a department whose main charge is to dispose of the company's products and services. The authors urge companies to broaden the marketing concept into a holistic framework, one in which companies and their collaborators become proficient at identifying new value creation opportunities and capable of delivering products, services, and experiences that more precisely match individual customer requirements. Thought provoking and comprehensive, this book shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself.

Über den Autor

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.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2001
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	Gebunden
ISBN-13:	9781578516001
ISBN-10:	1578516005
Sprache:	Englisch
Einband:	Gebunden
Autor:	Jain, Dipak C. Kotler, Philip Maesincee, Suvit
Hersteller:	Harvard Business Review Press
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	240 x 164 x 24 mm
Von/Mit:	Dipak C. Jain (u. a.)
Erscheinungsdatum:	01.07.2001
Gewicht:	0,462 kg