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" Beyond traditional marketing : "
lead author and editor, Kamran Kashani ; contributors Jean-Pierre Jeannet [and others].
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BL
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| Record Number
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995825
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| Doc. No
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b750195
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| Main Entry
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Kashani, Kamran.
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| Title & Author
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Beyond traditional marketing : : innovations in marketing practice /\ lead author and editor, Kamran Kashani ; contributors Jean-Pierre Jeannet [and others].
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| Publication Statement
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Chichester, West Sussex, England ;Hoboken, NJ :: Wiley,, ©2005.
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| Page. NO
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xvi, 308 pages :: illustrations ;; 21 cm
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| ISBN
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0470011467
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: 9780470011461
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Value chain marketing / Jean-Pierre Jeannet -- Countering commoditization : value-added strategies and aligning with customers / Kamran Kashani -- The marketing of services : how is it different? / Jacques Horovitz -- The missing "P" in the marketing mix : putting passion into brands / Dominique Turpin -- Beyond beating competition : shaping markets for profitable growth / Adrian B. Ryans -- New frontiers in pricing for profit / John Walsh -- Beyond the matrix : an organization-wide solution for creating and sustaining customer value / Seán Meehan.
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| Abstract
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"This book has been written for thoughtful marketing managers looking for new ways to improve marketing practice in their organizations. Markets change constantly, but the discipline often fails to keep pace and takes time to catch up. As change accelerates, so the problem worsens. And the classics of the field, whilst offering an important foundation, are simply not designed to address emergent issues. There is thus a clear need for a focused and practical book to chart the breaking ground, and to harness the latest developments for frontline marketing managers."
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"Beyond Traditional Marketing is that book. Studded with case studies of real companies who have dealt effectively with emerging issues and others who have not, it offers an overview of the innovations that have transformed industries and driven major shifts in the field over the last decade, as well as those areas where the reverse is true and new thinking has led to breakthroughs in practice. In total it explores more than 20 techniques absent from the traditional literature, delivering examples, managers' checklists and practical action summaries for each."--Jacket.
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| Subject
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Marketing.
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Marketing.
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Marketingmanagement.
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Marketingmanagement.
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Marketingstrategie.
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Marketingstrategie.
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.K2875 2005
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| NLM classification
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85.40bcl
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QP 600rvk
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QP 620rvk
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| Added Entry
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Jeannet, Jean-Pierre.
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