Beyond Traditional Marketing
Innovations in Marketing Practice
This book is like a stream of fresh air compared with the many stale business books I have read lately. Reading it felt like attending one of IMD's management seminars: instead of giving you the latest cooking recipe that nobody can use, the authors help you to broaden their perspective, reflect on the marketing isssues we all face in REAL life, and find ways of devising your own solutions adapted to your company and reality. That is different from reading theories that only the authors know how to apply. In my current position I found a number of chapters of particular relevance including: the Value Chain Marketing, Countering Commoditizatio…
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Produktdetails
Weitere Autoren: Jeannet, Jean-Pierre / Meehan, Sean / Horovitz, Jacques / Kashani, Kamran / Walsh, John / Turpin, Dominique
- ISBN: 978-0-470-01544-5
- EAN: 9780470015445
- Produktnummer: 13855829
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2005
- Seitenangabe: 324 S.
- Plattform: PDF
- Masse: 1'505 KB
Über den Autor
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.
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