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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).
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
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
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
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
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
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
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
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
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
Veritas




10/11/12   jgillis767@aol.com   11

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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

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