Rethinking Marketing

The Entrepreneurial Imperative

AvMinet Schindehutte,Michael Morris

Häftad, Engelska, 2008

1 377 kr

Beställningsvara. Skickas inom 7-10 vardagar. Fri frakt över 249 kr.

Beskrivning

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

Asks questions suing a “what if?” compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing.

NOTE: The print may appear lighter in some copies due to the print method used.

Produktinformation

Utgivningsdatum:2008-02-14
Mått:154 x 230 x 20 mm
Vikt:520 g
Format:Häftad
Språk:Engelska
Antal sidor:384
Upplaga:1
Förlag:Pearson Education
ISBN:9780132393898

Utforska kategorier

Entreprenörskap inom Ekonomi och Ledarskap

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