Landmarks in the mapping of international marketing

J. Ryans, S.J. Paliwoda, S.J. Paliwoda (Editor), J.K. Ryans (Editor)

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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. 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 PHILIP J. KITCHEN holds the Chair in Strategic Marketing at Hull University Business School. A graduate of the CNAA initially, he holds three higher academic degrees in marketing-related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the founder of International Conference on Corporate and Marketing Communications. He has published over 100 in academic journals around the world, and is the author and co-author of numerous books.
Original languageEnglish
Title of host publicationMarketing Mind Prints
Place of PublicationUnited Kingdom
Number of pages168
Publication statusPublished - 12 May 2004

Keywords

  • international marketing
  • mind print

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