Name: beyond traditional marketing: innovations in marketing practice
Price: 213156.00 COP
Availability: InStock
Author: kamran kashani, jean-pierre jeannet, jacques horovitz
ISBN: 9780470011461

portada beyond traditional marketing: innovations in marketing practice

beyond traditional marketing: innovations in marketing practice

Formato

Libro Físico

Editorial

wiley

Autor

kamran kashani, jean-pierre jeannet, jacques horovitz

N° páginas

324.00

ISBN

0470011467

ISBN13

9780470011461

Categorías

Ventas y marketing

beyond traditional marketing: innovations in marketing practice

Kamran Kashani, Jean-Pierre Jeannet, Jacques Horovitz (Autor) · wiley · Libro Físico

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Reseña del libro "beyond traditional marketing: innovations in marketing practice"

this book aims to be what every marketing manager needs to know about marketing in today ` s 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.