Rethinking Marketing
The Entrepreneurial Imperative: International Edition
Published on 6. February 2008
Book
Paperback/Softback
384 pages
978-0-13-207949-5 (ISBN)
Description
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a "what if?" compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing.
NOTE: The print may appear lighter in some copies due to the print method used.
NOTE: The print may appear lighter in some copies due to the print method used.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 154 mm
Width: 230 mm
Thickness: 14 mm
Weight
454 gr
ISBN-13
978-0-13-207949-5 (9780132079495)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
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