Empresas que marcam. Sucesso nos negocios e inserçao societal

Firms such as Ikea, First Direct, Apple or Royal Canin think and act in an unconventional way. They build up new societal and economic territories around emerging cultural and social wants and trends. They use a proactive marking approach. They coopt outside stake holders and put the emphasis upon prescriptive marketing and distribution.

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Year of publication:	2008
Authors:	Waldman, Charles ; Thoenig, Jean-Claude
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	organisation \| marketing \| stratégie \| sociologie économique

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Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Classification:	L14 - Transactional Relationships; Contracts and Reputation; Networks ; A14 - Sociology of Economics ; L22 - Firm Organization and Market Structure: Markets vs. Hierarchies; Vertical Integration ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010706842