Rethinking Marketing: The Entrepreneurial Imperative: Prentice Hall Entrepreneurship
Autor Minet Schindehutte, Leyland Pitt, Michael Morrisen Limba Engleză Paperback – 31 dec 2007
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Specificații
ISBN-13: 9780132393898
ISBN-10: 0132393891
Pagini: 352
Dimensiuni: 152 x 229 x 23 mm
Greutate: 0.52 kg
Ediția:1
Editura: Prentice Hall
Seria Prentice Hall Entrepreneurship
Locul publicării:Upper Saddle River, United States
ISBN-10: 0132393891
Pagini: 352
Dimensiuni: 152 x 229 x 23 mm
Greutate: 0.52 kg
Ediția:1
Editura: Prentice Hall
Seria Prentice Hall Entrepreneurship
Locul publicării:Upper Saddle River, United States
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Cuprins
Part I: THE NEW MARKETING SPACE
CHAPTER 1
PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS
CHAPTER 2
THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING
Part II: INNOVATE OR DIE: CREATING MARKETS AND LEADING CUSTOMERS
CHAPTER 3
THE CUSTOMER OF THE FUTURE
CHAPTER 4
DO THE DOGS LIKE THE DOG FOOD? ENTREPRENEURIAL MARKET RESEARCH
CHAPTER 5
CREATING MARKETS … AND THE PEOPLE CREATING THEM
CHAPTER 6
STRATEGIC INNOVATION AND THE MARKETER – OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED
CHAPTER 7
RUNNING A DIFFERENT RACE: FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS
Part III: THE ESSENCE: THINK, FEEL, AND DO MARKETING
CHAPTER 8
TRENDS IN CUSTOMER COMMUNICATION PRACTICES
CHAPTER 9
THE MAGIC OF MARKETING JUJU
CHAPTER 10
LESSONS FROM THE RED QUEEN
Part IV: PLAYING AT THE EDGE: THE DESIGN OF MARKETING PROGRAMS
CHAPTER 11
PRICING SECRETS OF MARKET SHAPERS
CHAPTER 12
CHANGING CHANNELS: REDEFINING DISTRIBUTION
STRATEGY
CHAPTER 13
REAL GOLD GOES TO THE BOLD: THE ENTREPRENEURIAL SALES FORCE
CHAPTER 14
MARKETING STRATEGY IN THE DIGITAL AGE – THE INTERNET
CHANGES EVERYTHING
CHAPTER 15
CUSTOMER CAPITAL: WHEN THE RELATIONSHIP COMES FIRST
Part V: HAVING AN IMPACT: THE NEW METRICS
CHAPTER 16
THE ACID TEST
CHAPTER 1
PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS
CHAPTER 2
THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING
Part II: INNOVATE OR DIE: CREATING MARKETS AND LEADING CUSTOMERS
CHAPTER 3
THE CUSTOMER OF THE FUTURE
CHAPTER 4
DO THE DOGS LIKE THE DOG FOOD? ENTREPRENEURIAL MARKET RESEARCH
CHAPTER 5
CREATING MARKETS … AND THE PEOPLE CREATING THEM
CHAPTER 6
STRATEGIC INNOVATION AND THE MARKETER – OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED
CHAPTER 7
RUNNING A DIFFERENT RACE: FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS
Part III: THE ESSENCE: THINK, FEEL, AND DO MARKETING
CHAPTER 8
TRENDS IN CUSTOMER COMMUNICATION PRACTICES
CHAPTER 9
THE MAGIC OF MARKETING JUJU
CHAPTER 10
LESSONS FROM THE RED QUEEN
Part IV: PLAYING AT THE EDGE: THE DESIGN OF MARKETING PROGRAMS
CHAPTER 11
PRICING SECRETS OF MARKET SHAPERS
CHAPTER 12
CHANGING CHANNELS: REDEFINING DISTRIBUTION
STRATEGY
CHAPTER 13
REAL GOLD GOES TO THE BOLD: THE ENTREPRENEURIAL SALES FORCE
CHAPTER 14
MARKETING STRATEGY IN THE DIGITAL AGE – THE INTERNET
CHANGES EVERYTHING
CHAPTER 15
CUSTOMER CAPITAL: WHEN THE RELATIONSHIP COMES FIRST
Part V: HAVING AN IMPACT: THE NEW METRICS
CHAPTER 16
THE ACID TEST
Caracteristici
For undergraduate and graduate courses in marketing and entrepreneurship.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
“Rethinking” Marketing
The characteristics of today and tomorrow’s marketplace realities require marketers that are capable of entertaining, and creating, multiple interpretations of reality for manifold stakeholders. It has therefore become critically important for marketers to broaden their repertoire of response by rethinking marketing.
· Summary overviews of each chapter suggest ways to rethink the basic building blocks of marketing such as the marketing mix, the role of brands and branding, and customer relationships.
Marketing as a Societal Process
This text takes the perspective of marketing as a societal process, that society interacts with, and shapes marketing, rather than taking the classic approach of marketing shapes society. Examples are included throughout the book, such as social networking sites that enable consumers to stand up for their rights and reclaim their power.
Entrepreneurial Thinkers
Each chapter in this text highlights new perspectives, paradigms, challenges, and directions taken by entrepreneurial thinkers as they develop revolutionary marketing practices to meet the needs of customers. This approach educates students on what has changes in traditional marketing practices and offers new entrepreneurial alternatives as examples.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
“Rethinking” Marketing
The characteristics of today and tomorrow’s marketplace realities require marketers that are capable of entertaining, and creating, multiple interpretations of reality for manifold stakeholders. It has therefore become critically important for marketers to broaden their repertoire of response by rethinking marketing.
· Summary overviews of each chapter suggest ways to rethink the basic building blocks of marketing such as the marketing mix, the role of brands and branding, and customer relationships.
Marketing as a Societal Process
This text takes the perspective of marketing as a societal process, that society interacts with, and shapes marketing, rather than taking the classic approach of marketing shapes society. Examples are included throughout the book, such as social networking sites that enable consumers to stand up for their rights and reclaim their power.
Entrepreneurial Thinkers
Each chapter in this text highlights new perspectives, paradigms, challenges, and directions taken by entrepreneurial thinkers as they develop revolutionary marketing practices to meet the needs of customers. This approach educates students on what has changes in traditional marketing practices and offers new entrepreneurial alternatives as examples.
Descriere
For undergraduate and graduate courses in marketing and entrepreneurship.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.