Beyond Traditional Marketing
Subtitle: Innovations in Marketing Practice (IMD Executive Development Series)
Publisher: Wiley
Published: June 17, 2005
Language: eng
Number of pages: 324
ISBN-13: 9780470011461
First sentence: Marketing has traditionally prided itself on being the discipline in management that is most alert and responsive to the business environment and its changing demands.
Description: "This book has been written for thoughtful marketing managers looking for new ways to improve marketing practice in their organizations. Markets change constantly, but the discipline often fails to keep pace and takes time to catch up. As change accelerates, so the problem worsens. And the classics of the field, whilst offering an important foundation, are simply not designed to address emergent issues. There is thus a clear need for a focused and practical book to chart the breaking ground, and to harness the latest developments for frontline marketing managers."

"Beyond Traditional Marketing is that book. Studded with case studies of real companies who have dealt effectively with emerging issues and others who have not, it offers an overview of the innovations that have transformed industries and driven major shifts in the field over the last decade, as well as those areas where the reverse is true and new thinking has led to breakthroughs in practice. In total it explores more than 20 techniques absent from the traditional literature, delivering examples, managers' checklists and practical action summaries for each."--Jacket.