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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 Space||p. 1|
|Picture the Future: The Janus-Face of Trends||p. 1|
|The Rules Have Changed: The Emergence of Entrepreneurial Marketing||p. 21|
|Innovate or Die: Creating Markets and Leading Customers||p. 43|
|The Customer of the Future||p. 43|
|Do the Dogs Like the Dog Food? Entrepreneurial Market Research||p. 63|
|Creating Markets ... and the People Creating Them||p. 85|
|Strategic Innovation and the Marketer: Or, Why the Marketing Concept Is Misconceptualized||p. 109|
|Running a Different Race: From Innovative Products to Revolutionary Business Models||p. 129|
|The Essence: Think, Feel and Do Marketing||p. 145|
|Trends in Customer Communication Practices||p. 145|
|The Magic of Marketing Juju||p. 169|
|Lessons from the Red Queen||p. 197|
|Playing at the Edge: The Design of Marketing Programs||p. 219|
|Pricing Secrets of Market Shapers||p. 219|
|Changing Channels: Redefining Distribution Strategy||p. 235|
|Real Gold Goes to the Bold: The Entrepreneurial Sales Force||p. 251|
|Marketing Strategy in the Digital Age: The Internet Changes Everything||p. 271|
|Customer Capital: When the Relationship Comes First||p. 289|
|Having an Impact: The New Metrics||p. 309|
|The Acid Test||p. 309|
|Name Index||p. 337|
|Subject Index||p. 341|
|Table of Contents provided by Blackwell. All Rights Reserved.|