Philip Kotler, Dipak C. Jain, Suvit Maesincee

Marketing Moves

A New Approach to Profits, Growth, and Renewal

• Gebundenes Buch

Produktbeschreibung

The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. This work describes the next transformational imperative for marketing. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers.

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Produktdetails

• Verlag: Harvard Business School Press / McGraw-Hill Professional
• Seitenzahl: 193
• Erscheinungstermin: 1. Juli 2001
• Englisch
• Abmessung: 240mm x 164mm x 24mm
• Gewicht: 476g
• ISBN-13: 9781578516001
• ISBN-10: 1578516005
• Artikelnr.: 10437447

Autorenporträt

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.

Inhaltsangabe

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