Kashani / Jeannet / Horovitz Beyond Traditional Marketing

Innovations in Marketing Practice
Erscheinungsjahr 2005
ISBN: 978-0-470-01544-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 324 Seiten, E-Book

Reihe: IMD Executive Development Series

This book aims to be what every marketing manager needs to knowabout marketing in today?s competitive markets. The idea was bornout of repeated comments from IMD clients that there were gaps inthe ?classic? literature where innovations in practice had movedahead of the discipline at an academic level. Each chapter takes asubject that can be defined as being new or relatively new (forinstance value chain marketing, marketing through collaborationwith customers, and two-way brand building) and illustrates how newthinking has led to innovations in practice. The book is full ofexamples of real-world companies who have dealt effectively withthe emerging issues, and others who have not. Each chapter endswith managerial highlights and actionable summaries.

Autoren/Hrsg.

Kashani, Kamran

Jeannet, Jean-Pierre

Horovitz, Jacques

Meehan, Sean

Ryans, Adrian

Turpin, Dominique

Walsh, John

Inhaltsverzeichnis

Contributors.
Preface.
Acknowledgements.
Chapter 1: Introduction (Professor Kamran Kashani).
Chapter 2: Value Chain Marketing (Professor Jean-PierreJeannet).
Chapter 3: Countering Commoditization: Value-added Strategiesand Aligning with Customers (Professor Kamran Kashani).
Chapter 4: The Marketing of Services: How is it Different?(Professor Jacques Horovitz).
Chapter 5: The Missing 'P' in the Marketing Mix:Putting Passion into Brands (Professor Dominique Turpin).
Chapter 6: Beyond Beating Competition: Shaping Markets forProfitable Growth (Professor Adrian B. Ryans).
Chapter 7: New Frontiers in Pricing for Profit (Professor JohnWalsh).
Chapter 8: Beyond the Matrix: An Organization-wide Solution forCreating and Sustaining Customer Value (Professor SeánMeehan).
Index.

Über Autor(innen)

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.