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Back where we belong – Marketing as the organization’s core strategy.

By: Contributor(s): Material type: TextTextSeries: Journal of Service Management: Volume 25, Issue 2Publisher: Bradford : Emerald Publishing Limited, 2014Copyright date: ©2014Edition: 1st edDescription: 1 online resource (131 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781784410988
Subject(s): Genre/Form: Additional physical formats: Print version:: Back where we belong – Marketing as the organization’s core strategyDDC classification:
  • 658.8
LOC classification:
  • HF5411 -- .B335 2014eb
Online resources:
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.
Summary: 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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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.

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.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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