by Philip Kotler, Dipak C. Jain, Suvit Maesincee · Harvard Business Review Press · tapa dura · ISBN 9781578516001
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«Marketing Moves» is the marketing essay by Philip Kotler, Dipak C. Jain and Suvit Maesincee, published by Harvard Business Review Press in hardcover.
«Marketing Moves» argues that the internet, globalization and hypercompetition make customers scarce, not products, and advocates holistic marketing that integrates digital and traditional approaches to identify value opportunities, personalize offers and position marketing as a driver of strategy.
First edition, in English, 193 pages, published in 2001, with the subtitle A New Approach to Profits, Growth, and Renewal.
For marketing professionals and business leaders seeking to orient their strategies towards the customer in the digital economy.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
