Back where we belong - Marketing as the organization's core strategy

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

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Year of publication:	2014
Authors:	Klaus, Philipp
Other Persons:	Edvardsson, Bo (contributor) ; Kandampully, Jay (contributor)
Publisher:	Bradford : Emerald Group Publishing Limited

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Extent:	Online-Ressource (131 p)
Series:	Journal of Service Management: Volume 25, Issue 2 Journal of Service Management ; Volume 25 Number 2
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record 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
ISBN:	978-1-78441-097-1 ; 978-1-78441-098-8 ; 978-1-78441-097-1
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012678299