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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.
List of 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
About the author
CHARLES CHIEN Associate Professor of Marketing and Director of the Department of International Trade and Business, Feng Chia University, Taiwan, China
JACOB GOLDENBURG Senior Lecturer, School of Business Administration, Hebrew University of Jerusalem, Israel
ANGUS JENKINSON Professor of Integrated Marketing, University of Luton, UK
DALE LITTLER Professor of Marketing at the Manchester School of Management and Dean of Management Studies at UMIST, UK
MALCOLM McDONALD Professor of Marketing and Deputy Director of Cranfield School of Management, UK
LUIZ MOUTINHO Professor of Marketing and Director of Doctoral Programme, University of Glasgow, UK
STANLEY PALIWODA Professor of International Marketing, Birmingham Business School, University of Birmingham, UK
JOHN RYANS James R. Good Professor of Global Strategy, Bowling Green State University, Ohio, USA
BRANKO SAIN Research Fellow at the Centre for Integrated Marketing, University of Luton, UK
Summary
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.
