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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 …mehr

Produktbeschreibung
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.
Autorenporträt
Kamran Kashani (Lead Author and Editor) is Professorof Marketing and Global Strategy at IMD. He teaches topics inmarketing, brand building, global strategy and internationalmanagement. His special interests span across industrial,business-to-business, and consumer marketing. Jean-Pierre Jeannet is Professor of Strategy andMarketing at IMD. His areas of special interest are global businessand marketing strategies, and market orientation. Jacques Horovitz is Professor of Service Strategy,Service Marketing and Service Management at IMD. He focuses on howto compete through service and improve customer satisfaction withheavy emphasis on service as a strategy for differentiation, oncustomer loyalty and on creating a service culture. Seán Meehan is the Martin Hilti Professor ofMarketing and Change Management at IMD, Lausanne, Switzerland. Histeaching encompasses marketing and corporate strategy. He hasdesigned and/or delivered management development programmes forcompanies such as PricewaterhouseCoopers Corporate Finance, COSA,Hilti A.G., Swiss Re and Toyota. Adrian Ryans is a Professor of Marketing at IMD. Hisareas of interest include marketing strategy and strategic marketplanning. He has particular expertise in business-to-businessmarketing and in strategic market planning for companies operatingin fast-moving technology-intensive markets. Professor Dominique Turpin is the Dentsu Professor inJapanese Management at IMD, and specializes in marketing andstrategy. He is co-director of the Programme for ExecutiveDevelopment (PED), a ten-week programme which brings together highpotential upper- and mid-level managers from all over the world inan integrated learning experience to explore the latest managementissues. John W. Walsh is Professor of Marketing at IMD. Hisresearch interests include the application of economic andeconometric models to marketing issues, managerial and consumerdecision-making, and competitive marketing strategy.