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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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.