Inside the Minds: Textbook Marketing - Marketing Chairs from the World's Best Business Schools on the Fundamentals All Business Professionals Should Know and Remember about Marketing

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More About This Textbook


Inside the Minds: Textbook Marketing is the most authoritative book ever written on the essentials of marketing, for the business professional. Featuring Marketing Chairs from some of the nation's leading Business Schools, these pages brim with insights from those at the height of their profession, who have each contributed chapters akin to objective, experience-related, white papers or essays on the core issues of marketing, to make for an overarching as well as in-depth presentation of the fundamentals - the unspoken rules and the important issues for the future. From the history of marketing matters to the key concepts that help to govern the ways in which business operates today, this book pulls readers through all facets of marketing strategy from beginning to end. The different niches represented and the varied perspectives presented, enable readers to really get inside the great academic minds of marketing as they go back to basics in a must-read for every business professional.Praise for Inside the Minds: "What the bigwigs read." -Paul Simons, CEO, Ogilvy & Mather UK "Learn from the experts, become an expert in record time." -John Ferber, Co-Founder,

Ravi Dhar, Professor of Marketing, Yale School of Management - Defining Customers' Needs and Values for Marketing Success Manoj Hastak, Associate Professor and Chair, Kogod School of Business, American University, Department of Marketing - Marketing: Myth, Reality and Excess Bruce Buskirk, Professor of Marketing, Pepperdine University - Ten Things I Believe Will Be True Dipankar Chakravarti, Professor of Marketing, The Orloff Professor of Business, Leeds School of Business, University of Colorado, Boulder- Marketing: Core Principles for Practitioners Dhruv Grewal, Toyota Chair of Commerce and Electronic Business and Professor of Marketing; Co-Editor Journal of Retailing, Babson College - Marketing is All About Creating Value: 8 Key Rules Richard Lancioni, Professor of Marketing, Chair, Department of Marketing, Fox School of Business, Temple University - Building Value For a Company Through Successful Marketing Roland T. Rust, David Bruce Smith Chair in Marketing, Robert H. Smith School of Business, University of Maryland - How Marketing Strategy Must Change Victoria L. Crittenden, Chairperson, Marketing Department, The Carroll School of Management, Boston College - The 4 Cs of the Marketing Axiom Charles M. Schaninger, Professor of Marketing, University at Albany - Marketing Strategy: A Consumer Behavior and Segmentation View

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Product Details

  • ISBN-13: 9781587621178
  • Publisher: Aspatore Books
  • Publication date: 6/2/2002
  • Pages: 256
  • Product dimensions: 5.04 (w) x 7.94 (h) x 0.47 (d)

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