ESCP Europe

"The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality." - from book jacket.

PART ONE: RESHAPING MARKETING FOR THE DIGITAL ECONOMY --- 1. Positioning marketing as the driver in the digital economy --- 2. Formulating a market renewal strategy --- PART TWO: CREATING COMPETITIVE PLATFORMS --- 3. Identifying market opportunities --- 4. Designing winning market offerings --- 5. Designing to business architecture --- 6. Building the business infrastructure and capabilities --- 7. Designing the market activities --- 8. Designing the operational systems --- 9. Achieving profits and growth through market renewal..