Kamran Kashani & Jean-Pierre Jeannet 
Beyond Traditional Marketing 
Innovations in Marketing Practice

This book aims to be what every marketing manager needs to know
about marketing in today?s competitive markets. The idea was born
out of repeated comments from IMD clients that there were gaps in
the ?classic? literature where innovations in practice had moved
ahead of the discipline at an academic level. Each chapter takes a
subject that can be defined as being new or relatively new (for
instance value chain marketing, marketing through collaboration
with customers, and two-way brand building) and illustrates how new
thinking has led to innovations in practice. The book is full of
examples of real-world companies who have dealt effectively with
the emerging issues, and others who have not. Each chapter ends
with managerial highlights and actionable summaries.

Table of Content

Contributors.

Preface.

Acknowledgements.

Chapter 1: Introduction (Professor Kamran Kashani).

Chapter 2: Value Chain Marketing (Professor Jean-Pierre
Jeannet).

Chapter 3: Countering Commoditization: Value-added Strategies
and Aligning with Customers (Professor Kamran Kashani).

Chapter 4: The Marketing of Services: How is it Different?
(Professor Jacques Horovitz).

Chapter 5: The Missing ‘P’ in the Marketing Mix:
Putting Passion into Brands (Professor Dominique Turpin).

Chapter 6: Beyond Beating Competition: Shaping Markets for
Profitable Growth (Professor Adrian B. Ryans).

Chapter 7: New Frontiers in Pricing for Profit (Professor John
Walsh).

Chapter 8: Beyond the Matrix: An Organization-wide Solution for
Creating and Sustaining Customer Value (Professor Seán
Meehan).

Index.

About the author

Kamran Kashani (Lead Author and Editor) is Professor
of Marketing and Global Strategy at IMD. He teaches topics in
marketing, brand building, global strategy and international
management. His special interests span across industrial,
business-to-business, and consumer marketing.

Jean-Pierre Jeannet is Professor of Strategy and
Marketing at IMD. His areas of special interest are global business
and marketing strategies, and market orientation.

Jacques Horovitz is Professor of Service Strategy,
Service Marketing and Service Management at IMD. He focuses on how
to compete through service and improve customer satisfaction with
heavy emphasis on service as a strategy for differentiation, on
customer loyalty and on creating a service culture.

Seán Meehan is the Martin Hilti Professor of
Marketing and Change Management at IMD, Lausanne, Switzerland. His
teaching encompasses marketing and corporate strategy. He has
designed and/or delivered management development programmes for
companies such as Pricewaterhouse Coopers Corporate Finance, COSA,
Hilti A.G., Swiss Re and Toyota.

Adrian Ryans is a Professor of Marketing at IMD. His
areas of interest include marketing strategy and strategic market
planning. He has particular expertise in business-to-business
marketing and in strategic market planning for companies operating
in fast-moving technology-intensive markets.

Professor Dominique Turpin is the Dentsu Professor in
Japanese Management at IMD, and specializes in marketing and
strategy. He is co-director of the Programme for Executive
Development (PED), a ten-week programme which brings together high
potential upper- and mid-level managers from all over the world in
an integrated learning experience to explore the latest management
issues.

John W. Walsh is Professor of Marketing at IMD. His
research interests include the application of economic and
econometric models to marketing issues, managerial and consumer
decision-making, and competitive marketing strategy.