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The Marking Enterprise: Business Success And Societal Embedding

The Marking Enterprise: Business Success And Societal Embedding

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  • ISBN:9780230001879
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:Tapa dura
  • Dimensiones: 16 cm x 23 cm
  • Nº Pág.:256
  • Idiomas:Ingles,Inglés

Materias:

This new approach argues that many practices and postures in strategy, marketing and branding, and organisational management are neither appropriate nor efficient. Based upon their studies of extremely successful firms, the authors distinguish two main paths to success. One followed by "proactive markers" like Club Med, Ikea and Royal Canin consists of designing and creating new economic and societal "territories", not just market shares or brands, that fill societal voids. The other, followed by "reactive markers" like First Direct, Tesco, Wal-Mart and Dyson consists of addressing with great talents existing social values and ways of living. But this book does not only deliver a groundbreaking new analytical framework: it also gives practical clues to business practitioners on both avoiding pitfalls and taking adequate decisions while elaborating their marking discipline.

A Marking Self-Evaluation Grid: Is my Company a Good Marker?
Back to Basics
Marking: A First Cut
Proactive Marking: The Royal Canin Way
Reactive Marking: The Wal-Mart Way
Essence of Markings
The Right Mindset
Spoiling the Marking Process
Societal Embedding
Building and Governing a Territory
Organizing a Moral Community
Who Gets What From Marking
Executive Summary

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