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Rethinking Marketing The Entrepreneurial Imperative

ISBN-10: 0132393891
ISBN-13: 9780132393898
Edition: 2009
List price: $80.40 Buy it from $20.09
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Description: This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a ldquo;what if?rdquo; compass in which the emphasis is on asking the right questions, rather than finding the right answers. For  More...

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Book details

List price: $80.40
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 1/2/2008
Binding: Paperback
Pages: 384
Size: 6.00" wide x 6.00" long x 0.50" tall
Weight: 1.100
Language: English

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a ldquo;what if?rdquo; compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing. nbsp;

The New Marketing Space
Picture the Future: The Janus-Face of Trends
The Rules Have Changed: The Emergence of Entrepreneurial Marketing
Innovate or Die: Creating Markets and Leading Customers
The Customer of the Future
Do the Dogs Like the Dog Food? Entrepreneurial Market Research
Creating Markets ... and the People Creating Them
Strategic Innovation and the Marketer: Or, Why the Marketing Concept Is Misconceptualized
Running a Different Race: From Innovative Products to Revolutionary Business Models
The Essence: Think, Feel and Do Marketing
Trends in Customer Communication Practices
The Magic of Marketing Juju
Lessons from the Red Queen
Playing at the Edge: The Design of Marketing Programs
Pricing Secrets of Market Shapers
Changing Channels: Redefining Distribution Strategy
Real Gold Goes to the Bold: The Entrepreneurial Sales Force
Marketing Strategy in the Digital Age: The Internet Changes Everything
Customer Capital: When the Relationship Comes First
Having an Impact: The New Metrics
The Acid Test
Name Index
Subject Index

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