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Rethinking Marketing: The Entrepreneurial Imperative, 1st edition

Published by Pearson (January 2, 2008) © 2009

  • Minet Schindehutte
  • Michael Morris
  • Leyland Pitt
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For undergraduate and graduate courses in marketing and entrepreneurship.

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

Part I:  THE NEW MARKETING SPACE

CHAPTER 1
PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS

CHAPTER 2
THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING


Part II:  INNOVATE OR DIE:  CREATING MARKETS AND LEADING CUSTOMERS

CHAPTER 3
THE CUSTOMER OF THE FUTURE

CHAPTER 4
DO THE DOGS LIKE THE DOG FOOD?  ENTREPRENEURIAL MARKET RESEARCH

CHAPTER 5
CREATING MARKETS … AND THE PEOPLE CREATING THEM

CHAPTER 6
STRATEGIC INNOVATION AND THE MARKETER – OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED

CHAPTER 7
RUNNING A DIFFERENT RACE:  FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS

Part III:  THE ESSENCE:  THINK, FEEL, AND DO MARKETING

CHAPTER 8
TRENDS IN CUSTOMER COMMUNICATION PRACTICES

CHAPTER 9
THE MAGIC OF MARKETING JUJU

CHAPTER 10
LESSONS FROM THE RED QUEEN

Part IV:  PLAYING AT THE EDGE:  THE DESIGN OF MARKETING PROGRAMS

CHAPTER 11
PRICING SECRETS OF MARKET SHAPERS

CHAPTER 12
CHANGING CHANNELS: REDEFINING DISTRIBUTION
STRATEGY

CHAPTER 13   
REAL GOLD GOES TO THE BOLD:  THE ENTREPRENEURIAL SALES FORCE

CHAPTER 14
MARKETING STRATEGY IN THE DIGITAL AGE – THE INTERNET
CHANGES EVERYTHING

CHAPTER 15
CUSTOMER CAPITAL:  WHEN THE RELATIONSHIP COMES FIRST

Part V:  HAVING AN IMPACT: THE NEW METRICS

CHAPTER 16
THE ACID TEST

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