Summary |
Marketing Moves presents a new framework for conducting marketing strategy and operations. We replace the selling concept, and the later marketing concept, with the holistic marketing concept. Our framework calls for integrating three types of management: demand management, resource management, and network management. By doing this, the company can conduct its marketing activities on four platforms: market offerings, marketing activities, business architecture, and operational systems. Market offerings and business architecture can be viewed as the revenue drivers, while marketing activities and operational systems can be viewed as the cost drivers. Holistic marketers succeed by developing and managing a superior value network where the inputs to the offering and all the outputs are integrated and delivered at a high level of quality, service, and speed.
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