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Book
Review
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Marketing
Moves: A New Approach to Profits, Growth and Renewal
Kotler, Philip, Maesinceee, Suvit, Jain, Dipak C.,
Harvard Business School Publishing, April 2002
The Internet, globalisation, and hyper competition are
dramatically reshaping markets and changing the way
business is done. The problem, say internationally renowned
scholars, 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. |
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This book describes the next transformational imperative
for marketing and for any organisation 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-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. Thought-provoking and practical, Marketing
Moves shows how to build a complete marketing platform
primed for the challenges and opportunities of a customer-centric
world. |
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The
Invisible Touch: The four keys to modern marketing
Beckwith, Hary, Warner Books, Incorporated, March
2000
Service businesses sell something that cannot be seen
or heard. They offer an experience and to make that
experience truly exceptional they must first understand
people and how to satisfy them. In this indispensable
volume, Beckwith provides a treasury of quick, practical,
and entertaining strategies. |
Applying the study of human nature to the real world
of business, The Invisible Touch will open your eyes
to this crucial branch of marketing with four key concepts:
1. Price: Its seductive power--from Uma Thurman's Five-Dollar
Milk Shake to the Mansion at Turtle Creek; 2. Brand:
The triumph of Red Pepper, Opium, Yahoo!, and the inscrutable
A-AI AC Delco Jani Express Cleaning Service 500; 3.
Packaging: Looking at the pretty mousetraps of Disneyland,
the ugly Butterfly Effect, and a tale of oranges and
heels; 4. Relationships: A consideration of Jim Marinelli's
magic one word, Laura Nyro's folly, the madness of Tom
Peters, and further ripples of the Lake Wobegon Effect.
Based on the author's extensive business experience,
this book delivers its wisdom with unforgettable and
often surprising examples from the re-growth of a bitten
Apple to Camden Yards' grand-slam face-lift and to the
three eternal lessons of a 20-year-old coffee commercial.
Thorough, informative, and easily implemented, the book
shows one how to market a service and, most important,
how to keep happy, loyal clients with you forever. |
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The
New professionalS; the rise of network marketing as
the next major profession
King, Charles W., Robinson, Crown Publishing Group,
August 2000
Every year, thousands of men and women, leave established
lucrative careers to pursue new opportunities in the
booming network marketing industry. |
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This is the first book that examines this trend and
how it is changing forever the face of multi-level marketing.
In this book the authors introduce one to the new professionals
who have overcome their initial skepticism to enthusiastically
embrace the rewards of network marketing. This book
is filled with solid documentation and insightful up-to-date
education, clearing up the distorted pre-conceived opinions
that a lot of people have mistakenly obtained and sadly
have held onto throughout the years.
Courtesy:
Barnes and Nobles. All rights are reserved.
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