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Horovitz, Jacques

Beyond Traditional Marketing: Innovations in Marketing Practice

Horovitz, Jacques - Beyond Traditional Marketing: Innovations in Marketing Practice, ebook

47,50€

Ebook, PDF with Adobe DRM
ISBN: 9780470015445
DRM Restrictions

Printing97 pages with an additional page accrued every 8 hours, capped at 97 pages
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This book aims to be what every marketing manager needs to know about marketing in todays competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the classic literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.

Keywords: BUSINESS & ECONOMICS / Sales & Selling BUS058000

Author(s)
 
 
 
 
 
 
Publisher
John Wiley and Sons, Inc.
Publication year
2005
Language
en
Edition
1
Page amount
324 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470015445
Printed ISBN
9780470011461

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