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 with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.
Book Details:
- Author: Kamran Kashani
- ISBN: 9780470011461
- Year Published: 2005
- Pages: 324
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
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 with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.
Markets change constantly, but marketing as a discipline does not always change at the same pace. Often, marketing practice leads and the discipline follows. The gap between the two can take a long time to close, and sometimes literature explaining innovations misses the boat by arriving too late in the marketplace.
Provides a one-stop resource for marketers to find out about the newest innovations in marketing practice Puts such innovations through a filter of academic rigour to establish best practice blueprint for marketers who have yet to implement the new ideas Embraces the combined knowledge of international thought leaders in marketing Rich in real-world examples and case studies from international companies Easy to read and understand with many practical guides to managerial action Offers summaries and practical action guidelines for working managers
About the Author
Kamran Kashani, Jean-Pierre Jeannet, Jacques Horovitz, Sean Meehan, Adrian Ryans, Dominique Turpin and John Walsh are all professors at IMD, Lausanne, Switzerland, and have common faculty experience of working with literally thousands of managers and senior executives who come to IMD for executive education. This intimate knowledge of what practitioners face in their industries and companies that has informed their research and writing. Together, they have written 97 books and numerous journal articles.