Beyond Traditional Marketing: Innovations in Marketing Practice 1st Edition

9780470011461
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SourceSupplied Warranty6 Months Limited Free Return & ExchangeWithin 30 Days ConditionNew In the boxBook
This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an...
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This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries

Product Specifications

Author
Kamran Kashani
Product Type
Book
Material
  • Paper
Publisher
Wiley
Edition
First Edition
Languages
  • English
Published Date
May 27, 2005
Number of Pages
328
Colour
Blue
Item Weight
0.37kg
Main Purpose
Marketing Skills
Format
Paperback
GTIN
9780470011461
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