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Fler böcker inom
- Häftad (paperback)
- Språk: Engelska
- Antal sidor: 384
- Utg.datum: 2007-12-01
- Upplaga: 1
- Förlag: Pearson
- Medarbetare: Morris, Michael / Pitt, Leyland
- Dimensioner: 230 x 152 x 14 mm
- Vikt: 460 g
- Antal komponenter: 1
- ISBN: 9780132079495
Fler böcker av Minet Schindehutte
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Entrepreneurship as ExperienceMichael H Morris, Christopher G Pryor m fl
Inbunden
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Bloggat om Rethinking Marketing
Innehållsförteckning
Part I: THE NEW MARKETING SPACE
CHAPTER 1
PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS
CHAPTER 2
THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING
Part II: INNOVATE OR DIE: CREATING MARKETS AND LEADING CUSTOMERS
CHAPTER 3
THE CUSTOMER OF THE FUTURE
CHAPTER 4
DO THE DOGS LIKE THE DOG FOOD? ENTREPRENEURIAL MARKET RESEARCH
CHAPTER 5
CREATING MARKETS AND THE PEOPLE CREATING THEM
CHAPTER 6
STRATEGIC INNOVATION AND THE MARKETER OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED
CHAPTER 7
RUNNING A DIFFERENT RACE: FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS
Part III: THE ESSENCE: THINK, FEEL, AND DO MARKETING
CHAPTER 8
TRENDS IN CUSTOMER COMMUNICATION PRACTICES
CHAPTER 9
THE MAGIC OF MARKETING JUJU
CHAPTER 10
LESSONS FROM THE RED QUEEN
Part IV: PLAYING AT THE EDGE: THE DESIGN OF MARKETING PROGRAMS
CHAPTER 11
PRICING SECRETS OF MARKET SHAPERS
CHAPTER 12
CHANGING CHANNELS: REDEFINING DISTRIBUTION
STRATEGY
CHAPTER 13
REAL GOLD GOES TO THE BOLD: THE ENTREPRENEURIAL SALES FORCE
CHAPTER 14
MARKETING STRATEGY IN THE DIGITAL AGE THE INTERNET
CHANGES EVERYTHING
CHAPTER 15
CUSTOMER CAPITAL: WHEN THE RELATIONSHIP COMES FIRST
Part V: HAVING AN IMPACT: THE NEW METRICS
CHAPTER 16
THE ACID TEST
(Pearson)
