Book Brief: Marketing Moves
Marketing Moves: A New Approach to Profits, Growth and Renewal
By Philip Kotler, Dipak C. Jain and Suvit Maesincee
Harvard Business School Press, 2002
272 pages, $29.95
A marketer, e-commerce expert and practitioner team up to redefine marketing. They argue for a strategy that combines both traditional and online approaches, takes a central role in corporate strategy and makes use of a new set of tools and concepts.