Beyond Traditional Marketing: Innovations in Marketing Practice
Kamran Kashani, Jean-Pierre Jeannet, Jacques Horovitz, Sean Meehan, Adrian Ryans, Dominique Turpin, John Walsh
John Wiley & Sons, Sep 27, 2005 - Business & Economics - 324 pages
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.
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Chapter 2 Value Chain Marketing
Chapter 3 Countering Commoditization Valueadded Strategies and Aligning with Customers
Chapter 4 The Marketing of Services How is it Different?
Chapter 5 The Missing P in the Marketing Mix Putting Passion into Brands
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adhocracies advertising airline aligning with customers analysis attractive auction barriers BASF behaviour brand management building bundled buyers Capgemini challenge chapter clients collaboration commoditization communication company’s competitors complementors concept consumers core cost countering commoditization create customer orientation customer’s differentiation downstream Ducati easyJet effective employees ensure example executives firm focus focused global impact increasing industry innovation Intel internal brand investment KSFs M-real macro business system major manufacturers margins ment Merrill Lynch Nestlé offer operations organization organizational packaging passion brands performance personal computer players price discrimination product or service products and services profitability programmes Raisio restaurant retailers Richard Branson role Ryanair segments selling share solutions structure success suppliers switching barriers target Tetra Pak tion traditional marketing understanding users value chain marketing value proposition value-added strategies Wal-Mart willingness to pay