TY  - BOOK
AU  - Klaus,Philipp
AU  - Edvardsson,Bo
AU  - Kandampully,Jay
TI  - Back where we belong – Marketing as the organization’s core strategy
T2  - Journal of Service Management: Volume 25, Issue 2
SN  - 9781784410988
AV  - HF5411 -- .B335 2014eb 
U1  - 658.8 
PY  - 2014///
CY  - Bradford
PB  - Emerald Publishing Limited
KW  - Marketing -- Congresses
KW  - Marketing
KW  - Electronic books
N1  - 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
N2  - 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
UR  - https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=1752812
ER  -