Marketing Mind Prints

Overview

By "marketing mind prints," this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. The maps and the terrain are already well known. Instead, leading authors develop their own "mind print"?in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future. The aim is for readers to ponder upon a specific "mind print," and to consider how and in what ways the ...

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Overview

By "marketing mind prints," this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. The maps and the terrain are already well known. Instead, leading authors develop their own "mind print"—in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future. The aim is for readers to ponder upon a specific "mind print," and to consider how and in what ways the print can be incorporated or developed within their own business.

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Product Details

  • ISBN-13: 9781403906823
  • Publisher: Palgrave Macmillan
  • Publication date: 12/28/2004
  • Pages: 168
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.43 (d)

Meet the Author

Philip J. Kitchen holds the Chair in Strategic Marketing at Hull University Business School. He is the Founding Editor of the Jourbanal of Marketing Communications, and the founder of International Conference on Corporate and Marketing Communications.

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Table of Contents

Introduction to Marketing Mind Prints—P.Kitchen
• Marketing Mind Prints—P.Kitchen
• Marketing Due Diligence and the Future of Marketing—M.McDonald
• Innovation and Sustainable Competitive Advantage—D.Littler
• Invisible Forces: How Consumer Interactions Make the Difference—J.Goldenburg
• Landmarks in the Mapping of International Marketing—S.Paliwoda & J.Ryans
• Integrated Marketing: A New Vision—A.Jenkinson & B.Sain
• Beyond Relationship Marketing—C.Chien & L.Moutinho
• Conclusion—P.Kitchen

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