Market Revelation (Stories of Innovation, Innovation, and Revival - A Collection of Fine Books from the Royal College of Science Marketing in the UK)

Author: Jagdish N. Sheth
Publisher:
Publish Date: 2005-01-01
Features: Professor Jagdish N. Sheth, hailed as a "profound corporate strategist" by marketing master Philip Kotler, presents readers with highly engaging modern business "stories" in this book based on his innovative and in-depth research in strategy and marketing. These "stories" are delivered in a highly creative and unconventional way, distinct from traditional "case studies," by focusing on the analysis of value-driven strategies, helping readers understand the reality of companies executing a shift toward market-oriented strategies. The Market Manifesto reflects the author's views:
· The business world is exciting, volatile, and unpredictable—our "stories" and research should follow this principle!
· Seeking optimal value is replacing traditional brand and relationship strategies.
· The challenges companies face are innovation and revitalization; otherwise, they are on a one-way path to degeneration and decline.
· From Dell Computers and EasyJet to Amazon and Skoda Cars, these most creative companies aptly teach us what innovation and new business models are all about.
· Rigid analytical frameworks no longer fit the realities of today—stories of innovation and revitalization show how these companies developed creative strategies to address threats and fully leverage opportunities.
This book is tailor-made for managers and is easy to read. It is equally suitable for undergraduate and MBA students, as well as professionals participating in advanced management training programs in marketing and strategic management.