Downloaded 177 times
Uploaded byJohn Gillis
Holistic marketing framework
The document summarizes the holistic marketing framework presented in the book "Marketing Moves: A New Approach to Profits, Growth, and Renewal" by Philip Kotler, Dipak C. Jain, and Suvit Maesincee. The framework focuses on three key areas: demand management, resource management, and network management. It explores value for customers, competencies for the business, and relationships within collaborative networks to create, deliver, and sustain value for all stakeholders.
More Related Content
Similar to Holistic marketing framework
Holistic marketing framework
- 1. Marketing Moves Philip Kotler, Dipak C. Jain, & Suvit Maesincee . Marketing Moves: A New Approach to Profits, Growth, and Renewal (Boston, MA: Harvard Business School Press, 2001).
- 2. Holistic Marketing Framework Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 2
- 3. Holistic Marketing Framework Demand Resource Network Management Management Management customer core collaborative focus competencies network Value chain value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 3
- 4. Holistic Marketing Framework Product design Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 4
- 5. Holistic Marketing Framework Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners Marketing design marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 5
- 6. Holistic Marketing Framework Demand Marketspace Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 6
- 7. Holistic Marketing Framework Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Marketing Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 7
- 8. Holistic Marketing Framework Demand Resource Resource design Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 8
- 9. Holistic Marketing Framework Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational Resource management activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 9
- 10. Holistic Marketing Framework Value framework Demand Resource Network Management Management Management customer core collaborative focus competencies network value cognitive competency resource exploration space space space market business offerings architecture value customer business business creation benefits domain partners marketing operational activities system value customer internal business delivery relationship resource partner management management management Kotler, Jain, Maesincee. Marketing Moves HBS Press, 2002 10/11/12 jgillis767@aol.com 10
- 11. Veritas 10/11/12 jgillis767@aol.com 11