Content area
Full Text
Marketing Moves: A New Approach to Profits, Growth, and Renewal
Philip Kotler, Dipak C. Jain, and Suvit Maesincee
Harvard Business School Press, Boston
www.hbsp.harvard.edu
Authors' Credentials: S.C. Johnson & Son distinguished professor of international marketing at the Kellogg School of Management at Northwestern University in Chicago; Dean of the Kellogg School of Management; professor of marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Thesis: Companies must fundamentally rethink and revise their corporate strategies and align them with marketing.
Scope: 1990s to 2000.
File Under: Markets are changing faster than marketing methods. Reason to Buy/Read: The book's premise is solid as is the reasoning that apparently inspired the authors to take on the project. Notably commendable is their balanced view stated up front: "The old economy...