Introduction / by Kamran Kashani
Value chain marketing / by Jean-Pierre Jeannet
Countering commoditization : value-added strategies and aligning with customers / by Kamran Kashani
The marketing of services : how is it different? / by Jacques Horovitz
The missing 'P' in the marketing mix : putting passion into brands / by Dominique Turpin
Beyond beating competition : shaping markets for profitable growth / by Adrian B. Ryans
New frontiers in pricing for profit / by John Walsh
Beyond the matrix : an organization-wide solution for creating and sustaining customer value / by Seán Meehan.
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Beyond traditional marketing : innovations in marketing practice by Kamran Kashani. ISBN 9780470011461. Published by Wiley in 2005. Publication and catalogue information, links to buy online and reader comments.
