Rethinking Marketing (häftad)
Fler böcker inom
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
384
Utgivningsdatum
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

Rethinking Marketing

The Entrepreneurial Imperative: International Edition

Häftad, Engelska, 2007-12-01

Slutsåld

For undergraduate and graduate courses in marketing and entrepreneurship.

 

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
Visa hela texten

Kundrecensioner

Har du läst boken? Sätt ditt betyg »

Fler böcker av Minet Schindehutte

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