Marketing Moves: A New Approach to Profits, Growth and Renewal

MBA students know Philip Kotler. His Marketing Management has added heft to many a backpack over the years. In this new book, Kotler, a professor at the Kellogg Graduate School of Management, joins with Kellogg's dean and a professor in Thailand to offer a "holistic" approach to the field. With Marketing Moves, a handy guide to post-bubble business, they press marketers to get involved in all aspects of their companies' work. Forget the "four Ps." Now and tomorrow, marketers should identify market opportunities, evaluate those opportunities, target the market's needs, and craft the value chain. Checklists, tables, and "Questions to Ponder" make this daunting prospect accessible. According to the authors, "The bottom line is that markets are changing faster than marketing."