MM March/April 2006
The markets of Japan, Korea, and China
are far from homogeneous.
B Y M A S A A K I K O TA B E A N D C RY S TA L J I A N G
sia is one of the worlds most dynamic regions, and offers
multiple opportunities f
A customer-focused approach can bring the
current marketing mix into the 21 century.
In the January/February 2002 issue of Marketing Management,
Frederick Webster of Dartmouth University wrote:
the old and new views of marketing.
by Reed K. Holden and Thomas T. Nagle
When penetration strategies run amok, marketers can
find themselves in a dive-bomb of no return.
rice is the weapon of choice for many
companies in the competition for
sales and market share. The re
Most businesses have
no idea why customers
behave as they do.
By Lewis P. Carbone
There's never been a better time or a
more compelling reason to get to know your customers. Given the challenges facing business
today, it's not surprising t
by Frederick E. Webster Jr.
New Marketing Concept
Forget about being market-driven! The future belongs
to companies that are customer value-driven.
he old marketing conceptthe management philo
Is your core competence
THE McKINSEY QUARTERLY 1997 NUMBER
Managers now consider just about
everything a potential competence
Are you measurably better, can you sustain
the difference, and does it matter?
Building a core competence:
RUSSELL I. HALEY
M ARKETassegmentationf hdas passessteadilyarketing towardresearch
a topic o iscussion in m
circles. Hardly a conference
without at least one session
Make sure your marketing decisions
match your business strategy.
By Stanley F. Slater, Eric M. Olson, and G. Tomas
Larry Bossidy, the former CEO of Allied Signal Corp.,
once said: Strategies most often fail because they
arent executed well. T
Getting more from
of the customer
Organizations dont have to fall short when it comes to
leveraging insights drawn from the voice of the customer.
36 x MM november/December 2008
At first glance, the news looks good for
buyers and consumers: Impr
Marketing - Creating value for customers, Satisfying needs &
wants, building strong customer relationships
Marketing Management art & science of choosing target
markets & building profitable relationships with them.