The Marking Enterprise: Business Success and Societal Embedding
Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline.
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action activities advertising Alcopops areas associates become behavior Benetton breeders building business’s buyers cats Club Club Med cognitive company’s competition competitors concept consumers consumption costs create culture customer’s David Glass developed discount distributors dogs dry food Dyson economic employees example experience fact function grocery Henri Lagarde IKEA industry innovation integration internal James Dyson L’Oréal launched leaders lifestyle linked major manufacturers market approach marking business marking company marking enterprise Marks & Spencer means merchandise moral needs Nestlé nutrition offer operating organization partners pet food point of sale position proactive marking profit promotional public brand reactive relationships relevant retailers right mindset role Royal Canin Sam Walton sector segments selling share shoppers social societal specific stakeholders status strategy success Supercenters supermarkets suppliers tangible territory Tesco Thoenig tion users vacuum cleaner veterinary vision Wal-Mart Walton