Marking Enterprise

Name: Marking Enterprise
Brand: PALGRAVE MACMILLAN
SKU: 9780230001879
Price: 296.83 RON
Availability: InStock

Autor: Jean-Claude Thoenig, Charles Waldman

Limbă:

Legare: Copertă tare

Editura: PALGRAVE MACMILLAN

Disponibilitate: În depozitul extern în cantități mici

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296.83 lei

Enterprises such as Ikea, First Direct, Apple, Royal Canin or Starbucks are models not only because...

Informații despre carte

Autor

Jean-Claude Thoenig, Charles Waldman

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2006

Pagini

241

EAN

9780230001879

ISBN

0230001874

Enbook ID

01324629

Editura

PALGRAVE MACMILLAN

Greutate

536

Dimensiuni

242 x 164 x 20

Descriere completă

Enterprises such as Ikea, First Direct, Apple, Royal Canin or Starbucks are models not only because of their economic performances, but also because they leave a mark on society. Marking enterprises are special. They think and act in a specific manner. They cooperate with multiple outside stakeholders beyond a mere opportunistic transaction or mercantile approach. More than just satisfying an economic market, they serve, even construct and govern, societal territories. They fill relevant, political, cultural, or functional gaps. They also manage differently. They consider customers to be intelligent, responsible adults living in a complex and ever evolving society. They interact intensively with consumers. They act as moral communities. They listen to emerging societal changes and values. They co-opt many outside allies and relays. Marking enterprises succeed because they invent alternative approaches about branding, marketing and strategizing. This challenging book makes them explicit and replicable. It offers a ground breaking new framework to business practices and to management sciences.

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