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Marketing Moves: A New Approach to Profits, Growth & Renewal Института делового администрирования Сасин инфо 7902b.

Marketing Moves: A New Approach to Profits, Growth & Renewal Института делового администрирования Сасин инфо 7902b.

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 Dаувыжipak CJain 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 бгэкбthe 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 paradigmборзу 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 бсьтсcomplete marketing platform primed for the challenges and opportunities of a customer-centric world 1st edition Авторы Филип Котлер Philip Kotler Профессор международного маркетинга Высшей школы менеджмента ДжЛКеллога при Северо-Западном университете Получил степень магистра экономики в Чикагском университете и звание доктора философии Автор многих книг по маркетингу и менеджменту, а также им Дипак К Джайн Dipak C Jain Декан Высшей школы менеджмента Дж Л Келлога при Северо-Западном университете, профессор маркетинга и исследований предпринимательства Получил математическое и статистическое образование Д-р Джайн - автор серьезных статей по маркетингу, Сувит Мэйсинси Suvit Maesincee Сувит Мэйсинси имеет степень доктора Высшей школы менеджмента Дж Л Келлога при Северо-Западном университете, работал консультантом в фирме Booz-Allen & Hamilton В настоящее время - профессор маркетинга Института делового администрирования Сасин .


Цена: 3003 р.