9780132393898

Rethinking Marketing The Entrepreneurial Imperative

by ; ;
  • ISBN13:

    9780132393898

  • ISBN10:

    0132393891

  • Edition: 1st
  • Format: Paperback
  • Copyright: 1/2/2008
  • Publisher: Pearson

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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Summary

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.

Table of Contents

The New Marketing Spacep. 1
Picture the Future: The Janus-Face of Trendsp. 1
The Rules Have Changed: The Emergence of Entrepreneurial Marketingp. 21
Innovate or Die: Creating Markets and Leading Customersp. 43
The Customer of the Futurep. 43
Do the Dogs Like the Dog Food? Entrepreneurial Market Researchp. 63
Creating Markets ... and the People Creating Themp. 85
Strategic Innovation and the Marketer: Or, Why the Marketing Concept Is Misconceptualizedp. 109
Running a Different Race: From Innovative Products to Revolutionary Business Modelsp. 129
The Essence: Think, Feel and Do Marketingp. 145
Trends in Customer Communication Practicesp. 145
The Magic of Marketing Jujup. 169
Lessons from the Red Queenp. 197
Playing at the Edge: The Design of Marketing Programsp. 219
Pricing Secrets of Market Shapersp. 219
Changing Channels: Redefining Distribution Strategyp. 235
Real Gold Goes to the Bold: The Entrepreneurial Sales Forcep. 251
Marketing Strategy in the Digital Age: The Internet Changes Everythingp. 271
Customer Capital: When the Relationship Comes Firstp. 289
Having an Impact: The New Metricsp. 309
The Acid Testp. 309
Name Indexp. 337
Subject Indexp. 341
Table of Contents provided by Blackwell. All Rights Reserved.

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