|
Faculty
Publications
Marketing
Moves: A New Approach to Profits, Growth, and Renewal
by
Philip
Kotler, Dipak
C. Jain and Suvit Maesincee
"The
bottom line is that markets are changing faster than our marketing.
The classic marketing model needs to be future-fitted. Marketing
must be deconstructed, redefined, and stretched. Marketing
is not going to work if its only charge it to pump up the
sales of existing goods, i.e. traditional make-and-sell
marketing. Marketers need to get more involved in deciding
what goods to pump out. Smart firms are adopting a sense-and-response
marketing mind-set."
—From
the Preface
Buy
this title online
|
