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Title: Marketing Moves: A New Approach to Profits, Growth & Renewal by Philip Kotler, Dipak C, Jain, Suvit Maesincee, Dipak C. Jain, Suvit Maesincee ISBN: 1-57851-600-5 Publisher: Harvard Business School Press Pub. Date: 07 March, 2002 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 2.75 (4 reviews)
Rating: 2
Summary: One Among Many
Comment: The book begins with great promise with the authors doing a great job of capturing the impact of the internet, globalization and hyper-competition on the concept of marketing.
The authors introduce a new marketing paradigm called holistic marketing, and present a "holistic marketing" framework. The rest of the book is devoted to describing various elements of this framework.
The book dissappoints from the point this new framework is presented. It ends up being a compilation of information on business systems and applications for customer-centric marketing. The latter half of the book lacks depth. All said, the book doesn't stand apart from some of the others on this subject and is one among many.
Rating: 5
Summary: High level thinking and writing on marketing
Comment: The book provides a brilliant and easily digestable historical overview of "old" and "new" marketing and corporate strategy. Upon this foundation the book describes the current state of commerce and makes reccommendations for successful corporate strategy.
If you have read several marketing related books, the material may not seem revolutionary; however, the writing and clear thinking in this book puts it in a league of its own and creats its value. The book very effectively synthesizes history, theory, and the current state of corporate strategy and notably enhanced my thinking on marketing.
Rating: 2
Summary: Interesting but not extraordinary
Comment: Clearly when one looks at the book authors, expectations get really high.
What I find really interesting is the new marketing paradigm that they propose, which focuses on a holistic marketing framework that encompases: looking at value from three perspectives (value exploration, value creation and value delivery) and looking at managing activities from three dimensions (demand, resource and partners) in order to create your market offer, business architecture, marketing activities, and operational system that drive profitability.
The issue is that discussions are too focused on e-business and don't provide much detail. For example, it touches different ideas such as CRM, One-to-One Marketing, Permission Marketing, customer loyalty, and Life Time Value but they don't disscuss them thoroughly.
I recommend it so you can understand how your marketing philosophy should be evolving based on their new marketing paradigm and how it links to other ideas, but be careful because you won't find much detail. Don't expect too much or you might be dissapointed.
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Title: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know by Philip Kotler ISBN: 0471268674 Publisher: John Wiley & Sons Pub. Date: 03 March, 2003 List Price(USD): $24.95 |
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Title: Kotler on Marketing : How to Create, Win, and Dominate Markets by Philip Kotler ISBN: 0684850338 Publisher: Free Press Pub. Date: 21 April, 1999 List Price(USD): $27.50 |
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Title: The Fall of Advertising and the Rise of PR by Al Ries, Laura Ries ISBN: 0060081988 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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Title: Strategy Maps: Converting Intangible Assets into Tangible Outcomes by Robert S. Kaplan, David P. Norton ISBN: 1591391342 Publisher: Harvard Business School Press Pub. Date: 02 February, 2004 List Price(USD): $35.00 |
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Title: The Innovator's Solution: Creating and Sustaining Successful Growth by Clayton M. Christensen, Michael E. Raynor ISBN: 1578518520 Publisher: Harvard Business School Press Pub. Date: September, 2003 List Price(USD): $29.95 |
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