Description

For undergraduate and graduate courses in marketing and entrepreneurship.

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

Features

For undergraduate and graduate courses in marketing and entrepreneurship.

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

“Rethinking” Marketing

The characteristics of today and tomorrow’s marketplace realities require marketers that are capable of entertaining, and creating, multiple interpretations of reality for manifold stakeholders.  It has therefore become critically important for marketers to broaden their repertoire of response by rethinking marketing.

·        Summary overviews of each chapter suggest ways to rethink the basic building blocks of marketing such as the marketing mix, the role of brands and branding, and customer relationships.

Marketing as a Societal Process

This text takes the perspective of marketing as a societal process, that society interacts with, and shapes marketing, rather than taking the classic approach of marketing shapes society.  Examples are included throughout the book, such as social networking sites that enable consumers to stand up for their rights and reclaim their power.

Entrepreneurial Thinkers

Each chapter in this text highlights new perspectives, paradigms, challenges, and directions taken by entrepreneurial thinkers as they develop revolutionary marketing practices to meet the needs of customers.  This approach educates students on what has changes in traditional marketing practices and offers new entrepreneurial alternatives as examples.

Table of Contents

Part I:  THE NEW MARKETING SPACE

CHAPTER 1
PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS

CHAPTER 2
THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING


Part II:  INNOVATE OR DIE:  CREATING MARKETS AND LEADING CUSTOMERS

CHAPTER 3
THE CUSTOMER OF THE FUTURE

CHAPTER 4
DO THE DOGS LIKE THE DOG FOOD?  ENTREPRENEURIAL MARKET RESEARCH

CHAPTER 5
CREATING MARKETS … AND THE PEOPLE CREATING THEM

CHAPTER 6
STRATEGIC INNOVATION AND THE MARKETER – OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED

CHAPTER 7
RUNNING A DIFFERENT RACE:  FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS

Part III:  THE ESSENCE:  THINK, FEEL, AND DO MARKETING

CHAPTER 8
TRENDS IN CUSTOMER COMMUNICATION PRACTICES

CHAPTER 9
THE MAGIC OF MARKETING JUJU

CHAPTER 10
LESSONS FROM THE RED QUEEN

Part IV:  PLAYING AT THE EDGE:  THE DESIGN OF MARKETING PROGRAMS

CHAPTER 11
PRICING SECRETS OF MARKET SHAPERS

CHAPTER 12
CHANGING CHANNELS: REDEFINING DISTRIBUTION
STRATEGY

CHAPTER 13   
REAL GOLD GOES TO THE BOLD:  THE ENTREPRENEURIAL SALES FORCE

CHAPTER 14
MARKETING STRATEGY IN THE DIGITAL AGE – THE INTERNET
CHANGES EVERYTHING

CHAPTER 15
CUSTOMER CAPITAL:  WHEN THE RELATIONSHIP COMES FIRST

Part V:  HAVING AN IMPACT: THE NEW METRICS

CHAPTER 16
THE ACID TEST