Marketing moves : a new approach to profits, growth, and renewal / Philip Kotler, Dipak C. Jain, Suvit Maesincee
Imprint
Boston, Mass. : Harvard Business School Press, c2002
Descript
xii, 193 p. ; 24 cm
CONTENT
Part one: Reshaping marketing for the digital economy: Positioning marketing as the driver in the digital economy ; Formulating a market renewal strategy -- Part two: Creating competitive platforms: Identifying market opportunities ; Designing winning market offerings ; Designing the business architecture ; Building the business infrastructure and capabilities ; Designing the marketing activities ; Designing the operational systems ; Achieving profits and growth through market renewal