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Repositioning: marketing in an era of competition, change, and crisis

Author: Trout, Jack ; Rivkin, StevePublisher: McGraw-Hill, 2010.Language: EnglishDescription: 217 p. ; 22 cm.ISBN: 9780071635592Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5801 .R54 2010
(Browse shelf)
900199698
Available 900199698
Book Europe Campus
Main Collection
Print HF5801 .R54 2010
(Browse shelf)
001256840
Available 001256840
Book Middle East Campus
Main Collection
Print HF5801 .R54 2010
(Browse shelf)
500010813
Available 500010813
Total holds: 0

Includes bibliographical references and index

Digitized

Repositioning Marketing In An Era of Competition, Change, and Crises Contents Prologue........................................................................ 1 PART 1 COMPETITION........................................................................................ 7 1 The Foundation......................................................... 9 2 The Rise of the Competition................................... 21 3 Repositioning the Competition .............................. 33 PART 2 CHANGE................................................................................................. 51 4 Change Happens; Evolution Is Reality.................. 53 5 The Bigger They Are, the Harder They Are to Change.............................................. 75 6 When Not to Evolve............................................... 91 PART 3 CRISIS ................................................................................................ 109 7 A Crisis Can Change the Game............................ 111 8 Value Is the Name of the Game............................125 PART 4 THE ART OF REPOSITIONING........................................................... 143 9 Repositioning Takes Time.................................... 145 10 Repositioning Is Not for the Meek.......................163 11 Repositioning Begins and Ends with the CEO............................................. 179 12 Repositioning Is Obvious.................................... 189 Epilogue....................................................................207 Index......................................................................... 209

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