- 定價127.00元
-
8
折優惠：HK$101.6
|
|
|
|
Marketing Moves
|
|
沒有庫存
訂購需時10-14天
|
|
|
|
|
|
9781578516001 | |
|
|
|
Kotler Philip, Jain Dipak, Maesincee Suvit
| |
|
|
|
McGraw-Hill | |
|
|
|
2002年1月01日
| |
|
|
|
382.00 元
| |
|
|
|
HK$ 362.9
|
|
|
|
|
| |
|
|
|
|
| |
|
|
詳
細
資
料
|
|
|
分
類
|
[ 尚未分類 ] |
同
類
書
推
薦
|
|
|
內
容
簡
介
|
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 Dipak C. Jain 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 the 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 paradigm 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
- Dve...
|
|
|
書
評
|
|
|
|
|
