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Zusatztext The authors of this volume show readers how to combine the old tools and strategies of marketing with all the new digitally enabled ones. Topics include: formulating a market-renewal strategy! identifying market opportunities! and achieving profits and growth through market renewal. Informationen zum 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. Klappentext The new realities of the market place require a new set of tools and concepts. This guide provides a comprehensive way by offering a framework for embedding marketing into corporate strategy. Zusammenfassung 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. Inhaltsverzeichnis ContentsPreface and AcknowledgmentsPart One Reshaping Marketing for the Digital Economy1 Positioning Marketing as the Driver in the Digital Economy2 Formulating a Market-Renewal StrategyPart Two Creating Competitive Platforms 3 Identifying Market Opportunities4 Designing Winning Market Offerings5 Designing the Business Architecture6 Building the Business Infrastructure and Capabilities7 Designing the Marketing Activities8 Designing the Operational Systems9 Achieving Profits and Growth through Market RenewalNotesIndexAbout the Authors...
