Kamran Kashani (Lead Author and Editor) is Professor of Marketing and Global Strategy at IMD. He teaches topics in marketing, brand building, global strategy and international management. His special interests span across industrial, business-to-business, and consumer marketing. Jean-Pierre Jeannet is Professor of Strategy and Marketing at IMD. His areas of special interest are global business and marketing strategies, and market orientation.Jacques Horovitz is Professor of Service Strategy, Service Marketing and Service Management at IMD. He focuses on how to compete through service and improve customer satisfaction with heavy emphasis on service as a strategy for differentiation, on customer loyalty and on creating a service culture.Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland. His teaching encompasses marketing and corporate strategy. He has designed and/or delivered management development programmes for companies such as PricewaterhouseCoopers Corporate Finance, COSA, Hilti A.G., Swiss Re and Toyota.Adrian Ryans is a Professor of Marketing at IMD. His areas of interest include marketing strategy and strategic market planning. He has particular expertise in business-to-business marketing and in strategic market planning for companies operating in fast-moving technology-intensive markets.Professor Dominique Turpin is the Dentsu Professor in Japanese Management at IMD, and specializes in marketing and strategy. He is co-director of the Programme for Executive Development (PED), a ten-week programme which brings together high potential upper- and mid-level managers from all over the world in an integrated learning experience to explore the latest management issues.John W. Walsh is Professor of Marketing at IMD. His research interests include the application of economic and econometric models to marketing issues, managerial and consumer decision-making, and competitive marketing strategy.

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• Contributors. Preface.Acknowledgements.Chapter 1: Introduction (Professor Kamran Kashani).Chapter 2: Value Chain Marketing (Professor Jean-Pierre Jeannet).Chapter 3: Countering Commoditization: Value-added Strategies and Aligning with Customers (Professor Kamran Kashani).Chapter 4: The Marketing of Services: How is it Different? (Professor Jacques Horovitz).Chapter 5: The Missing ‘P’ in the Marketing Mix: Putting Passion into Brands (Professor Dominique Turpin).Chapter 6: Beyond Beating Competition: Shaping Markets for Profitable Growth (Professor Adrian B. Ryans).Chapter 7: New Frontiers in Pricing for Profit (Professor John Walsh).Chapter 8: Beyond the Matrix: An Organization-wide Solution for Creating and Sustaining Customer Value (Professor Seán Meehan).Index.

Kamran Kashani (Lead Author and Editor) is Professor of Marketing and Global Strategy at IMD. He teaches topics in marketing, brand building, global strategy and international management. His special interests span across industrial, business-to-business, and consumer marketing. Jean-Pierre Jeannet is Professor of Strategy and Marketing at IMD. His areas of special interest are global business and marketing strategies, and market orientation.Jacques Horovitz is Professor of Service Strategy, Service Marketing and Service Management at IMD. He focuses on how to compete through service and improve customer satisfaction with heavy emphasis on service as a strategy for differentiation, on customer loyalty and on creating a service culture.Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland. His teaching encompasses marketing and corporate strategy. He has designed and/or delivered management development programmes for companies such as PricewaterhouseCoopers Corporate Finance, COSA, Hilti A.G., Swiss Re and Toyota.Adrian Ryans is a Professor of Marketing at IMD. His areas of interest include marketing strategy and strategic market planning. He has particular expertise in business-to-business marketing and in strategic market planning for companies operating in fast-moving technology-intensive markets.Professor Dominique Turpin is the Dentsu Professor in Japanese Management at IMD, and specializes in marketing and strategy. He is co-director of the Programme for Executive Development (PED), a ten-week programme which brings together high potential upper- and mid-level managers from all over the world in an integrated learning experience to explore the latest management issues.John W. Walsh is Professor of Marketing at IMD. His research interests include the application of economic and econometric models to marketing issues, managerial and consumer decision-making, and competitive marketing strategy.

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• Contributors. Preface.Acknowledgements.Chapter 1: Introduction (Professor Kamran Kashani).Chapter 2: Value Chain Marketing (Professor Jean-Pierre Jeannet).Chapter 3: Countering Commoditization: Value-added Strategies and Aligning with Customers (Professor Kamran Kashani).Chapter 4: The Marketing of Services: How is it Different? (Professor Jacques Horovitz).Chapter 5: The Missing ‘P’ in the Marketing Mix: Putting Passion into Brands (Professor Dominique Turpin).Chapter 6: Beyond Beating Competition: Shaping Markets for Profitable Growth (Professor Adrian B. Ryans).Chapter 7: New Frontiers in Pricing for Profit (Professor John Walsh).Chapter 8: Beyond the Matrix: An Organization-wide Solution for Creating and Sustaining Customer Value (Professor Seán Meehan).Index.

Kamran Kashani (Lead Author and Editor) is Professor of Marketing and Global Strategy at IMD. He teaches topics in marketing, brand building, global strategy and international management. His special interests span across industrial, business-to-business, and consumer marketing. Jean-Pierre Jeannet is Professor of Strategy and Marketing at IMD. His areas of special interest are global business and marketing strategies, and market orientation.Jacques Horovitz is Professor of Service Strategy, Service Marketing and Service Management at IMD. He focuses on how to compete through service and improve customer satisfaction with heavy emphasis on service as a strategy for differentiation, on customer loyalty and on creating a service culture.Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland. His teaching encompasses marketing and corporate strategy. He has designed and/or delivered management development programmes for companies such as PricewaterhouseCoopers Corporate Finance, COSA, Hilti A.G., Swiss Re and Toyota.Adrian Ryans is a Professor of Marketing at IMD. His areas of interest include marketing strategy and strategic market planning. He has particular expertise in business-to-business marketing and in strategic market planning for companies operating in fast-moving technology-intensive markets.Professor Dominique Turpin is the Dentsu Professor in Japanese Management at IMD, and specializes in marketing and strategy. He is co-director of the Programme for Executive Development (PED), a ten-week programme which brings together high potential upper- and mid-level managers from all over the world in an integrated learning experience to explore the latest management issues.John W. Walsh is Professor of Marketing at IMD. His research interests include the application of economic and econometric models to marketing issues, managerial and consumer decision-making, and competitive marketing strategy.

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• Contributors. Preface.Acknowledgements.Chapter 1: Introduction (Professor Kamran Kashani).Chapter 2: Value Chain Marketing (Professor Jean-Pierre Jeannet).Chapter 3: Countering Commoditization: Value-added Strategies and Aligning with Customers (Professor Kamran Kashani).Chapter 4: The Marketing of Services: How is it Different? (Professor Jacques Horovitz).Chapter 5: The Missing ‘P’ in the Marketing Mix: Putting Passion into Brands (Professor Dominique Turpin).Chapter 6: Beyond Beating Competition: Shaping Markets for Profitable Growth (Professor Adrian B. Ryans).Chapter 7: New Frontiers in Pricing for Profit (Professor John Walsh).Chapter 8: Beyond the Matrix: An Organization-wide Solution for Creating and Sustaining Customer Value (Professor Seán Meehan).Index.