A complement to all forms of communication, not a replacement. The entrepreneurial imperative schindehutte, minet, morris, michael, pitt, leyland on. They also need to transform the marketing department from the sales to customer oriented department by changing the chief marketing officer position cmo to the chief customer officer position cco. The characteristics of today and tomorrows marketplace realities require marketers that are capable of entertaining, and creating, multiple interpretations of reality for manifold stakeholders. Rethinking marketing the entrepreneurial imperative 09 by schindehutte, minet morris, michael pitt.
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Dr schindehutte comes from a background in the hard sciences, and in the tradition of ilya prigogine, crosses over to the social and applied sciences of business marketing. And that means transforming the marketing departmenttraditionally focused on current salesinto a customer department by. Alexandra waluszewski this book is the result of a seminar in spring 2003 that brought together senior marketing professors from both europe and the us. A publisher has to ensure that the right information reaches the right consumer, at the right time, in the right format, and at the right place greyling, 2003.
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