Inside the Minds: Textbook Marketing is the most authoritative book ever written on the essentials of marketing, for the business professional. Featuring Marketing Chairs from some of the nation’s leading Business Schools, these pages brim with insights from those at the height of their profession, who have each contributed chapters akin to objective, experience-related, white papers or essays on the core issues of marketing, to make for an overarching as well as in-depth presentation of the fundamentals – the unspoken rules and the important issues for the future. From the history of marketing matters to the key concepts that help to govern the ways in which business operates today, this book pulls readers through all facets of marketing strategy from beginning to end. The different niches represented and the varied perspectives presented, enable readers to really get inside the great academic minds of marketing as they go back to basics in a must-read for every business professional.
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This book is written by:
Ravi Dhar, Professor of Marketing, Yale School of Management – Defining Customers’ Needs and Values for Marketing Success
Manoj Hastak, Associate Professor and Chair, Kogod School of Business, American University, Department of Marketing – Marketing: Myth, Reality and Excess
Bruce Buskirk, Professor of Marketing, Pepperdine University – Ten Things I Believe Will Be True
Dipankar Chakravarti, Professor of Marketing, The Orloff Professor of Business, Leeds School of Business, University of Colorado, Boulder– Marketing: Core Principles for Practitioners
Dhruv Grewal, Toyota Chair of Commerce and Electronic Business and Professor of Marketing; Co-Editor Journal of Retailing, Babson College – Marketing is All About Creating Value: 8 Key Rules
Richard Lancioni, Professor of Marketing, Chair, Department of Marketing, Fox School of Business, Temple University – Building Value For a Company Through Successful Marketing
Roland T. Rust, David Bruce Smith Chair in Marketing, Robert H. Smith School of Business, University of Maryland – How Marketing Strategy Must Change
Victoria L. Crittenden, Chairperson, Marketing Department, The Carroll School of Management, Boston College – The 4 Cs of the Marketing Axiom
Charles M. Schaninger, Professor of Marketing, University at Albany – Marketing Strategy: A Consumer Behavior and Segmentation View
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Book Description Aspatore Books, 2002. Paperback. Book Condition: New. book. Bookseller Inventory # M1587621177