Back where we belong – Marketing as the organization’s core strategy.
Title:
Back where we belong – Marketing as the organization’s core strategy.
Author:
Klaus, Philipp.
ISBN:
9781784410988
Personal Author:
Physical Description:
1 online resource (131 pages)
Series:
Journal of Service Management: Volume 25, Issue 2 ; v.25
Journal of Service Management: Volume 25, Issue 2
Contents:
Cover -- Editorial advisory board -- The road back to relevance -- The role of marketing in today's enterprises -- Getting in with the "In" crowd: how to put marketing back on the CEO's agenda -- Developing superior value propositions: a strategic marketing imperative -- Reinventing marketing strategy by recasting supplier/customer roles -- The mental footprint of marketing in the boardroom -- Small details that make big differences -- The role of coordinated marketing- operations strategy in services.
Abstract:
This e-books seeks to address the issue of Marketing place within the 21st century company. Each of these papers addresses the challenges faced by Marketing departments in modern businesses and suggests strategies on how marketers can put marketing back on the Top Managements' agendas.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
Click to View