Rethinking Marketing

The Entrepreneurial Imperative

Paperback Engels 2008 9780132393898

€ 107,74

In winkelwagen

Levertijd ongeveer 6 werkdagen

Gratis verzonden

Samenvatting

For undergraduate and graduate courses in marketing and entrepreneurship.

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

Specificaties

ISBN13:9780132393898

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Algemeen management, Algemeen management

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Schrijf een recensie

Uw waardering

?

Log in om uw waardering te geven

Klik om uw waardering te geven

Inhoudsopgave

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