Beyond traditional marketing: innovations in marketing practice
Auteur :
Kashani, Kamran / Jeannet, Jean-Pierre / Horovitz, Jacques / Meehan, Sean / Ryans, Adrian / Turpin, Dominique / Walsh, John
Éditeur :
John Wiley & Sons Inc
ISBN :
9780470011461
Date de publication :
8 avr. 2005
Dimensions :
21,1 x 17,4 x 1,7 cm
Poids :
510 g
Langue :
Anglais
Pays d'origine :
USA
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.