Back where we belong - marketing as the organization's core strategy / guest editors, Bo Edvardsson and Philipp Klaus.

Format:

Book

Contributor:

Edvardsson, Bo, editor.

Klaus, Philipp, editor.

Series:

Journal of Service Management: Volume 25, Issue 2

Journal of Service Management, 1757-5818 ; Volume 25 Number 2

Language:

English

Subjects (All):

Marketing--Congresses.

Marketing.

Physical Description:

1 online resource (131 p.)

Place of Publication:

[Bradford, England] : Emerald, 2014.

Language Note:

English

Summary:

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.

Contents:

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

Notes:

"formerly International Journal of Service Industry Management."

Includes bibliographical references at the end of each chapters.

Description based on online resource; title from PDF title page (ebrary, viewed September 11, 2014).

ISBN:

1-78441-098-5

OCLC:

885122539