BEYOND TRADITIONAL MARKETING 超越传统营销：营销实践的革新 pdf snb 115盘 kindle 在线 下载 pmlz mobi

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.

Contributors

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 BRyans）

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

暂无相关内容，正在全力查找中

暂无出版社相关信息，正在全力查找中！

暂无相关书籍摘录，正在全力查找中！

在线阅读地址：BEYOND TRADITIONAL MARKETING 超越传统营销：营销实践的革新在线阅读

在线听书地址：BEYOND TRADITIONAL MARKETING 超越传统营销：营销实践的革新在线收听

在线购买地址：BEYOND TRADITIONAL MARKETING 超越传统营销：营销实践的革新在线购买

暂无原文赏析，正在全力查找中！

编辑推荐

作者简介：

　　Kamran Kashani (Lead Author and Editor) is Professor of Marketing and Global Strategy at IMD. He teaches topics in marketing, brand building, global strategy and international management. His special interests span across industrial, business-to-business, and consumer marketing.

书籍介绍

在线阅读本书

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.