Cortes New Thinking -- Continuous Marketing Model

Author: Philip Kotler
Publisher:
Publish Date: 2004-02-01
Features: "Kotler's New Thinking—The Sustainable Marketing Model," written by the renowned marketing master Philip Kotler, is familiar to Chinese readers. Kotler has authored 25 marketing textbooks and published over 100 papers in major journals, and has received numerous prestigious awards. The purpose of this book is to help entrepreneurs and business managers understand how to develop successful business strategies and how to manage businesses in Asia. Unlike most previous works on Asian business, this book presents a systematic perspective that combines a series of wise marketing and strategic theories with the principles of Asian business. This brilliant approach provides a broad path for examining many problems that plague Asian companies, enabling them to better address their own issues. To make the concepts clearer and more relevant to the 21st century, the theory employs numerous models to facilitate practical application. The experiences of Asian companies and industries are woven together into interconnected ideas. Moreover, the book includes many case studies to illustrate how to apply these concepts. This book introduces several influential concepts and theories in the contemporary era, outlining the main marketing strategies adopted by Asian enterprises. Its companion volume, "Kotler's New Thinking—The Sustainable Marketing Model and Asian Cases," further elaborates on the principles discussed in this book and selects representative cases to explain the principles of sustainable marketing from a practical application perspective. This book offers entrepreneurs and scholars a fresh perspective to examine the operational models of successful Asian enterprises. It adopts a systematic approach, blending theories of marketing, management, and strategy with the operational philosophies of Asian businesses, attempting to view the long-standing problems that haveed Asian companies from multiple angles. The book is concise and well-structured, providing strong guidance for readers to understand the business strategies of Asian enterprises.
Chapter 1 introduces a series of models designed to help readers understand the complex environment in which companies operate. The Sustainable Marketing Rocket Model fully considers various variables that affect a company's survival. Chapter 2 discusses the factors that constitute a company's vision. It systematically introduces the 4C Diamond Model, which explains the relationships among these factors and how they interact in a dynamic environment. Analytical diagrams that reflect the interplay of various transformative forces can help business leaders better understand these factors, further illuminating the prospects for Asian enterprises. Chapter 3 presents a forward-looking perspective on how to transform strategic plans into actionable systems. The book aligns strategy, tactics, and value with the needs of exploration, connection, and implementation, reinforcing the understanding that merely formulating strategy is not enough to change a company's fate. In fact, appropriate tactics and personnel are needed for execution. Chapter 4 addresses issues that arise after operational implementation, evaluating the effectiveness of company strategies in meeting the needs of various stakeholders—shareholders, employees, and consumers. Chapter 5 explores how businesses can further develop, with the redefinition of strategy—integration of motivation, corporate culture, and the company itself—being crucial. Additionally, the book includes many real-world case studies, revealing how leading Asian companies achieve their goals.
Overall, the goal of this book is to enrich our current knowledge system and systematically introduce how to successfully operate businesses in Asia. It can be used independently or as a reference alongside "Kotler's New Thinking—The Sustainable Marketing Model and Asian Cases," "Principles of Marketing" co-authored by Philip Kotler and Gary Armstrong, and Philip Kotler's "Marketing Management." The real-world case studies included in this book can be directly used in undergraduate and graduate teaching or management training courses, or as reading material for researchers and practitioners.