Rethinking Marketing The Entrepreneurial Imperative

by Schindehutte, Minet; Morris, Michael; Pitt, Leyland

• ISBN13: 9780132393898
• ISBN10: 0132393891
• Edition: 1st
• Format: Paperback
• Copyright: 2008-01-02
• Publisher: Pearson

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 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.