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Philip Kotler, Dipak C. Jain, & Suvit Philip Kotler, Dipak C. Jain, & Suvit MaesinceeMaesincee..
Marketing Moves: A New Approach to Profits, Growth, and Renewal (Boston, MA: Harvard Business School Press, (Boston, MA: Harvard Business School Press,
2001).2001).
Marketing MovesMarketing Moves
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
04/18/2304/18/23 22
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Value chain
04/18/2304/18/23 33
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
DemandDemand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Product design
04/18/2304/18/23 44
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Marketing design
04/18/2304/18/23 55
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Marketspace
04/18/2304/18/23 66
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Marketing
04/18/2304/18/23 77
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Resource design
04/18/2304/18/23 88
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Resource management
04/18/2304/18/23 99
[email protected]@aol.com
customercustomer relationship relationship managementmanagement
marketmarketofferingsofferings
valuevalueexplorationexploration
valuevaluecreationcreation
valuevaluedeliverydelivery
customercustomer benefitsbenefits
cognitivecognitivespacespace
internalinternalresourceresource
managementmanagement
businessbusinessdomaindomain
competencycompetencyspacespace
marketingmarketingactivitiesactivities
businessbusinessarchitecturearchitecture
operationaloperationalsystemsystem
businessbusinesspartnerpartner
managementmanagement
businessbusinesspartnerspartners
resourceresourcespacespace
customcustomerer
focusfocus
corecorecompetencicompetenci
eses
collaborativcollaborativee
networknetwork
Demand Demand ManagementManagement
Resource Resource ManagementManagement
Network Network ManagementManagement
Holistic Marketing FrameworkHolistic Marketing Framework
Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002
Value framework
04/18/2304/18/23 1010
