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What every marketing manager needs to know to succeed in today’s competitive markets.
This book has been written for thoughtful marketing managers looking for new ways to improve marketing practice in their organizations. Markets change constantly, but the discipline often fails to keep pace and takes time to catch up. As change accelerates, so the problem worsens. And the classics of the field, whilst offering an important foundation, are simply not designed to address emergent issues. There is thus a clear need for a focused and practical book to chart the breaking ground, and to harness the latest developments for frontline marketing managers.
Beyond Traditional Marketing is that book. Studded with case studies of real companies who have dealt effectively with emerging issues and others who have not, it offers an overview of the innovations that have transformed industries and driven major shifts in the field over the last decade, as well as those areas where the reverse is true and new thinking has led to breakthroughs in practice. In total it explores more than 20 techniques absent from the traditional literature, delivering examples, managers’ checklists and practical action summaries for each.
Even the biggest names have acknowledged that traditional marketing is no longer achieving the success rates enjoyed in the past. If concepts such as value chain marketing, customer collaboration marketing and two-way brand building are unfamiliar to you, consider one question:
Are they as unfamiliar to your competitors?
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Book Description Paperback / softback. Condition: New. New copy - Usually dispatched within 4 working days. 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. Seller Inventory # B9780470011461
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Book Description Paperback. Condition: Brand New. 1st edition. 324 pages. 8.00x6.75x0.75 inches. In Stock. Seller Inventory # __0470011467
Book Description Condition: New. 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. Series: IMD Executive Development Series. Num Pages: 324 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 174 x 18. Weight in Grams: 510. . 2005. 1st Edition. Paperback. . . . . Seller Inventory # V9780470011461