I. Sinha, T. Foscht

Reverse Psychology Marketing

The Death of Traditional Marketing and the Rise of the New "Pull" Game

• Broschiertes Buch

Produktbeschreibung

Supplementing ideas and insights with numerous engaging and topical anecdotes, this book explores the radical and distinctive concept and approach of Reverse Psychology Marketing. It will show you how to understand and connect with current changes and evolving trends occurring in the field of marketing.

Produktdetails

• Verlag: Palgrave Macmillan / Palgrave Macmillan UK / Springer Palgrave Macmillan
• Artikelnr. des Verlages: 978-1-349-35354-5
• 1st ed. 2007
• Seitenzahl: 198
• Erscheinungstermin: 22. November 2006
• Englisch
• Abmessung: 216mm x 140mm x 12mm
• Gewicht: 279g
• ISBN-13: 9781349353545
• ISBN-10: 134935354X
• Artikelnr.: 44711689

Autorenporträt

INDRAJIT 'JAY' SINHA is the Washburn Research Fellow and Associate Professor of Marketing at the Fox School of Business and Management at Temple University, Philadelphia. He has also worked as a management consultant and his articles on branding strategy and luxury products have appeared in several leading marketing and strategy journals including the Harvard Business Review. THOMAS FOSCHT is Associate Professor of Marketing in the Department of Marketing and Retailing at the University of Graz, Austria. He currently serves as the Vice Chairman of the department and also as a referee for the Austrian Court. He has authored several management articles, monographs, and books on customer loyalty and marketing strategy.

Inhaltsangabe

Prologue Death Knell for Traditional Marketing Over-Marketing and Brand Suicide "Wal-Marts and Ferraris" Network Buzz and Pull The New Marketing Zeitgeist The Era of Anti-Marketing Conclusions: The Big Picture

Rezensionen

In keeping with the spirit of this book, the authors have not sought outside endorsements.