Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline.
JEAN-CLAUDE THOENIG is Full Professor of Organizational Behaviour at INSEAD where he teaches courses on sociology of organizations, general management, branding, public and non-profit management. He is a co-founder and the first chairperson of EGOS (European Group for Organizational Studies) and has a long experience as a consultant and policy advisor to MNC's, governmental bodies and the European Commission. He has authored and co-authored 27 books and 98 articles in refereed journals. CHARLES WALDMAN is Senior Affiliate Professor of Marketing at INSEAD. His main interests focus on mar
Innehållsförteckning
A Marking Self-Evaluation Grid: Is my Company a Good Marker? Back to Basics Marking: A First Cut Proactive Marking: The Royal Canin Way Reactive Marking: The Wal-Mart Way Essence of Markings The Right Mindset Spoiling the Marking Process Societal Embedding Building and Governing a Territory Organizing a Moral Community Who Gets What From Marking Executive Summary
