Marketing for Shareholder Value in the Age of the Internet, Geoffrey Moore

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Marketing for Shareholder Value in the Age of the Internet, Geoffrey Moore

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Research Abstract

“As marketers, our only authority comes from representing other constituencies to the corporation. Now is the time to represent the investor to the corporation. As we do that, we begin to build a dialogue around the behavior the corporation can use to improve shareholder value.”
This Viewpoint features a presentation by Geoffrey Moore, noted consultant and author of Crossing the Chasm, Inside the Tornado, and, most recently, Living on the Fault Line. In this excerpt from remarks given to ITSMA’s Marketing Services 2000 conference, Moore highlights the importance of investing in long-term marketing programs designed to build sustainable competitive advantage. He also stresses the primacy of outsourcing, both as a measure to recapture precious time and attention for core activities, and as a growing market opportunity to capture.