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Author Klaus, Philipp
Title Back where we belong – Marketing as the organization’s core strategy
Imprint Bradford : Emerald Publishing Limited, 2014
©2014
book jacket
Descript 1 online resource (131 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Series Journal of Service Management: Volume 25, Issue 2 ; v.25
Journal of Service Management: Volume 25, Issue 2
Note 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, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Klaus, Philipp Back where we belong – Marketing as the organization’s core strategy Bradford : Emerald Publishing Limited,c2014 9781784410971
Subject Marketing -- Congresses.;Marketing
Electronic books
Alt Author Edvardsson, Bo
Kandampully, Jay
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