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Marketing Mind Prints
 
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Marketing Mind Prints
Edited by Philip J. Kitchen
 
 
Palgrave Macmillan
 
 
 
 
 
12 May 2004
|
£84.00
|Hardback In Stock
  
9781403906823
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DescriptionContentsAuthors

By 'marketing mind prints', this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. The maps and the terrain are already well known. Instead, leading authors develop their own 'mind print' - in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future. The aim is for readers to ponder upon a specific 'mind print', and to consider how and in what ways the print can be incorporated or developed within their own business.


Description

By 'marketing mind prints', this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. The maps and the terrain are already well known. Instead, leading authors develop their own 'mind print' - in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future. The aim is for readers to ponder upon a specific 'mind print', and to consider how and in what ways the print can be incorporated or developed within their own business.


Contents

Introduction to Marketing Mind Prints; P.Kitchen
Marketing Mind Prints; P.Kitchen
Marketing Due Diligence and the Future of Marketing; M.McDonald
Innovation and Sustainable Competitive Advantage; D.Littler
Invisible Forces: How Consumer Interactions Make the Difference; J.Goldenburg
Landmarks in the Mapping of International Marketing; S.Paliwoda & J.Ryans
Integrated Marketing: A New Vision; A.Jenkinson & B.Sain
Beyond Relationship Marketing; C.Chien & L.Moutinho
Conclusion; P.Kitchen


Authors

PHILIP J. KITCHEN holds the Chair in Strategic Marketing at Hull University Business School. A graduate of the CNAA initially, he holds three higher academic degrees in marketing-related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the founder of International Conference on Corporate and Marketing Communications. He has published over 100 in academic journals around the world, and is the author and co-author of numerous books.