Beyond traditional marketing : innovations in marketing practice
Author(s)
Bibliographic Information
Beyond traditional marketing : innovations in marketing practice
John Wiley & Sons, c2005
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Note
Includes index
Contents of Works
- Introduction / Kamran Kashani
- Value chain marketing / Jean-Pierre Jeannet
- Countering commoditization : value-added strategies and aligning with customers / Kamran Kashani
- The marketing of services : how is it different? / Jacques Horovitz
- The missing 'P' in the marketing mix : putting passion into brands / Dominique Turpin
- Beyond beating competition : shaping markets for profitable growth / Adrian B. Ryans
- New frontiers in pricing for profit / John Walsh
- Beyond the matrix : an organization-wide solution for creating and sustaining customer value / Seán Meehan
