Beyond traditional marketing : innovations in marketing practice

Author(s)

• Kashani, Kamran
• Horovitz, Jacques

Bibliographic Information

Beyond traditional marketing : innovations in marketing practice

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

John Wiley & Sons, c2005

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

• NCID: BA78198544
• ISBN:
  • 0470011467
• LCCN: 2004029129
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Chichester
• Pages/Volumes: xvi, 308 p.
• Size: 21 cm
• Classification:
  • LCC : HF5415
  • DC22 : 658.8
• Subject Headings:
  • LCSH : Marketing