This new approach argues that many practices and postures in
strategy, marketing and branding, and organisational management are
neither appropriate nor efficient. Based upon their studies of
extremely successful firms, the authors distinguish two main paths
to success. One followed by "proactive markers" like Club Med, Ikea
and Royal Canin consists of designing and creating new economic and
societal "territories," not just market shares or brands, that fill
societal voids. The other, followed by "reactive markers" like
First Direct, Tesco, Wal-Mart and Dyson consists of addressing with
great talents existing social values and ways of living. But this
book does not only deliver a groundbreaking new analytical
framework: it also gives practical clues to business practitioners
on both avoiding pitfalls and taking adequate decisions while
elaborating their marking discipline.
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