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The marking enterprise : business success and societal embedding

Author: Jean-Claude Thoenig; Charles Waldman
Publisher: Basingstoke [England] ; New York : Palgrave Macmillan, 2007.
Series: INSEAD business press.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Marking enterprises succeed because they invent alternative approaches to branding, marketing, and strategizing. This challenging book makes them explicit and repeatable. It offers a new framework to business practices and to management sciences."--Jacket.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jean-Claude Thoenig; Charles Waldman
ISBN: 9780230001879 0230001874
OCLC Number: 71812892
Notes: "This book is a substantailly revised adaptation of a work that originally appeared in French under the title De l'enterprise marchande à l'enterprise marquante (Paris: Éditioins d'Organisation, 2005)"--Acknowledgements.
Description: xii, 241 pages : illustrations ; 24 cm.
Contents: Introduction : back to basics --
Marking : a first cut --
Proactive marking : the Royal Canin way --
Reactive marking : the Wal-Mart way --
Essence of markings --
The right mindset --
Spoiling the marking process --
Societal embedding --
Building and governing a territory --
Organizing a moral community --
Conclusion : who gets what from marking.
Series Title: INSEAD business press.
Responsibility: Jean-Claude Thoenig, Charles Waldman.
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Abstract:

Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to  Read more...

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