Beyond Traditional Marketing

Book Name : Beyond Traditional Marketing_x000D_
Innovations in Marketing Practice

By by Kamran Kashani, Jean-Pierre Jeannet, Jacques Horovitz, Sean Meehan, Adrian Ryans, Dominique Turpin, John Walsh

Sub Title : Innovations in Marketing Practice

Written by : by Kamran Kashani, Jean-Pierre Jeannet, Jacques Horovitz, Sean Meehan, Adrian Ryans, Dominique Turpin, John Walsh

Subject Category : Academic Business

Read online, or download PDF file

about this book

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. Wiley; September 2005 ISBN 9780470015445 Read online, or download in secure PDF format Title: Beyond Traditional Marketing Author: Kamran Kashani; Jean-Pierre Jeannet; Jacques Horovitz; Sean Meehan; Adrian Ryans; Dominique Turpin; John Walsh Imprint: Wiley Subject categories Academic Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences Business > Sales & Selling ISBNs 0470015446 9780470011461 9780470015445 About The Author 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. Jean-Pierre Jeannet is Professor of Strategy and Marketing at IMD. His areas of special interest are global business and marketing strategies, and market orientation. Jacques Horovitz is Professor of Service Strategy, Service Marketing and Service Management at IMD. He focuses on how to compete through service and improve customer satisfaction with heavy emphasis on service as a strategy for differentiation, on customer loyalty and on creating a service culture. Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD, Lausanne, Switzerland. His teaching encompasses marketing and corporate strategy. He has designed and/or delivered management development programmes for companies such as PricewaterhouseCoopers Corporate Finance, COSA, Hilti A.G., Swiss Re and Toyota. Adrian Ryans is a Professor of Marketing at IMD. His areas of interest include marketing strategy and strategic market planning. He has particular expertise in business-to-business marketing and in strategic market planning for companies operating in fast-moving technology-intensive markets. Professor Dominique Turpin is the Dentsu Professor in Japanese Management at IMD, and specializes in marketing and strategy. He is co-director of the Programme for Executive Development (PED), a ten-week programme which brings together high potential upper- and mid-level managers from all over the world in an integrated learning experience to explore the latest management issues. John W. Walsh is Professor of Marketing at IMD. His research interests include the application of economic and econometric models to marketing issues, managerial and consumer decision-making, and competitive marketing strategy.

About The authore

Jean-Pierre Jeannet is Professor of Strategy and Marketing at IMD. His areas of special interest are global business and marketing strategies, and market orientation.

Related subjects

Academic Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences Business - Sales & Selling

ISBN

0470015446 - 9780470011461 - 9780470015445

In The Press:

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.

Imprint

Wiley

Featured Books

MAIN CAMPUS

NIGERIA OFFICE

Kano Office

KAZAKHSTAN OFFICE

  • Almaty, 98 Baitursynuv Street, Office 3, Kazakhstan
  • +7 727 292 08 58 / +7 727 351 50 50
  • alik@axis-edu.kz

MOROCCO OFFICE

KYRGYZSTAN OFFICE