Beyond Traditional Marketing: Innovations in Marketing PracticeISBN: 978-0-470-01146-1
Paperback
250 pages
May 2005
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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.
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