Beyond traditional marketing : innovations in marketing practice

著者

lead author and editor, Kamran Kashani ; contributors, Jacques Horovitz ... [et al.]

John Wiley & Sons, c2005

Includes index

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