What will you learn from this book
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Customer-Centric Focus: Emphasizing the importance of understanding and meeting customer needs and preferences.
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Strategic Planning: The significance of strategic planning in marketing to achieve long-term goals and sustained growth.
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Market Segmentation: The idea that understanding diverse market segments allows for more effective targeting and customization of marketing efforts.
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Brand Management: The importance of building and managing strong brands that resonate with target audiences.
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Integrated Marketing Communications (IMC): The concept of creating a cohesive and consistent message across various marketing channels for greater impact.
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Innovation and Creativity: Encouraging innovation and creative thinking to differentiate products or services in the market.
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Relationship Marketing: Building and maintaining strong relationships with customers for long-term loyalty and repeat business.
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Social Responsibility: The acknowledgment that businesses have a role in societal well-being and the importance of ethical and socially responsible marketing practices.
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Global Marketing: Recognizing the challenges and opportunities of marketing in a global context and tailoring strategies accordingly.
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Continuous Adaptation: The need for businesses to be agile and adaptive in response to changing market conditions, technological advancements, and consumer behaviors.
| Language | English |
|---|---|
| ISBN-10 | 9781578516001 |
| ISBN-13 | 9781578516001 |
| No of pages | 193 |
| Font Size | Medium |
| Book Publisher | Harvard Business Review Press |
| Published Date | 01 Jul 2001 |
About Author
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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.