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On the move
Entrepreneur, June, 2002 by Mark Henricks
MARKETING'S DEFINITION HAS GROWN OVER THE YEARS to encompass everything from customer service to supplier relations. That's not enough, say the authors of Marketing Moves (Harvard Business School Press, $29.95). Marketing experts Philip Kotler, Dipak C. Jain and Suvit Maesincee call their approach "holistic marketing." It aims to integrate management of customer demand, company resources and the entire network for creating and delivering goods to market. Some parts of the system are straightforward. Rather than pursuing market share and new markets, for instance, they advise building customer share and loyalty to maximize customer lifetime value. But even when it's not easy, holistic marketing is a sensible addition to the marketing lexicon.
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Austin, Texas, writer MARK HENRICKS has covered business and technology for leading publications since 1981.
COPYRIGHT 2002 Entrepreneur Media, Inc.
COPYRIGHT 2008 Gale, Cengage Learning
Find Research Guides for:
Most Popular Articles in Business
- Research and Markets : Tesco Plc - SWOT Framework Analysis
- Do Us a Flavor - Ben & Jerry's Issues a Call for Euphoric New Flavors
- eBay made easy: ready to start an eBay business? These 5 simple steps will ...
- Katrina's lawsuit surge: a legal battle to force insurers to pay for flood ...
- Wal-Mart's newest distribution center opened last month near the southwest ...
- More »