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