Beyond Traditional Marketing: Innovations in Marketing Practice

by Kamran Kashani, Dominique Turpin, Jacques Horovitz, et al.

This book aims to be what every marketing manager needs to know about marketing in today's competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration...

• Format: Paperback
• Language: English
• ISBN: 0470011467
• ISBN13: 9780470011461
• Release Date: May 2005
• Publisher: Wiley
• Length: 328 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.7" x 6.9" x 8.3"