Rethinking Marketing

Part I:&nbsp; THE NEW MARKETING SPACE <br> <br> CHAPTER 1 <br> PICTURE THE FUTURE: THE JANUS-FACE OF TRENDS <br> <br> CHAPTER 2 <br> THE RULES HAVE CHANGED: THE EMERGENCE OF ENTREPRENEURIAL MARKETING <br> <br> <br> Part II:&nbsp; INNOVATE OR DIE:&nbsp; CREATING MARKETS AND LEADING CUSTOMERS <br> <br> CHAPTER 3 <br> THE CUSTOMER OF THE FUTURE <br> <br> CHAPTER 4 <br> DO THE DOGS LIKE THE DOG FOOD?&nbsp; ENTREPRENEURIAL MARKET RESEARCH <br> <br> CHAPTER 5 <br> CREATING MARKETS … AND THE PEOPLE CREATING THEM <br> <br> CHAPTER 6 <br> STRATEGIC INNOVATION AND THE MARKETER – OR, WHY THE MARKETING CONCEPT IS MISCONCEPTUALIZED <br> <br> CHAPTER 7 <br> RUNNING A DIFFERENT RACE:&nbsp; FROM INNOVATIVE PRODUCTS TO REVOLUTIONARY BUSINESS MODELS <br> <br> Part III:&nbsp; THE ESSENCE:&nbsp; THINK, FEEL, AND DO MARKETING <br> <br> CHAPTER 8 <br> TRENDS IN CUSTOMER COMMUNICATION PRACTICES <br> <br> CHAPTER 9 <br> THE MAGIC OF MARKETING JUJU <br> <br> CHAPTER 10 <br> LESSONS FROM THE RED QUEEN <br> <br> Part IV:&nbsp; PLAYING AT THE EDGE:&nbsp; THE DESIGN OF MARKETING PROGRAMS <br> <br> CHAPTER 11 <br> PRICING SECRETS OF MARKET SHAPERS <br> <br> CHAPTER 12 <br> CHANGING CHANNELS: REDEFINING DISTRIBUTION <br> STRATEGY <br> <br> CHAPTER 13&nbsp; &nbsp; <br> REAL GOLD GOES TO THE BOLD:&nbsp; THE ENTREPRENEURIAL SALES FORCE <br> <br> CHAPTER 14 <br> MARKETING STRATEGY IN THE DIGITAL AGE – THE INTERNET <br> CHANGES EVERYTHING <br> <br> CHAPTER 15 <br> CUSTOMER CAPITAL:&nbsp; WHEN THE RELATIONSHIP COMES FIRST <br> <br> Part V:&nbsp; HAVING AN IMPACT: THE NEW METRICS <br> <br> CHAPTER 16 <br> THE ACID TEST <br> <br>