Rethinking Marketing: The Entrepreneurial Imperative (Prentice Hall Entrepreneurship)

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9780132393898: Rethinking Marketing: The Entrepreneurial Imperative (Prentice Hall Entrepreneurship)

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

Asks questions suing a “what if?” compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing.

 

NOTE: The print may appear lighter in some copies due to the print method used.

 

"synopsis" may belong to another edition of this title.

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Schindehutte, Minet; Morris, Michael; Pitt, Leyland
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Book Description Prentice Hall, 2008. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Part I: THE NEW MARKETING SPACE CHAPTER 1 PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS CHAPTER 2 THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING Part II: INNOVATE OR DIE: CREATING MARKETS AND LEADING CUSTOMERS CHAPTER 3 THE CUSTOMER OF THE FUTURE CHAPTER 4 DO THE DOGS LIKE THE DOG FOOD? ENTREPRENEURIAL MARKET RESEARCH CHAPTER 5 CREATING MARKETS AND THE PEOPLE CREATING THEM CHAPTER 6 STRATEGIC INNOVATION AND THE MARKETER OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED CHAPTER 7 RUNNING A DIFFERENT RACE: FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS Part III: THE ESSENCE: THINK, FEEL, AND DO MARKETING CHAPTER 8 TRENDS IN CUSTOMER COMMUNICATION PRACTICES CHAPTER 9 THE MAGIC OF MARKETING JUJU CHAPTER 10 LESSONS FROM THE RED QUEEN Part IV: PLAYING AT THE EDGE: THE DESIGN OF MARKETING PROGRAMS CHAPTER 11 PRICING SECRETS OF MARKET SHAPERS CHAPTER 12 CHANGING CHANNELS: REDEFINING DISTRIBUTION STRATEGY CHAPTER 13 REAL GOLD GOES TO THE BOLD: THE ENTREPRENEURIAL SALES FORCE CHAPTER 14 MARKETING STRATEGY IN THE DIGITAL AGE THE INTERNET CHANGES EVERYTHING CHAPTER 15 CUSTOMER CAPITAL: WHEN THE RELATIONSHIP COMES FIRST Part V: HAVING AN IMPACT: THE NEW METRICS CHAPTER 16 THE ACID TEST. Bookseller Inventory # ABE_book_new_0132393891

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