Introduction : back to basics -- 1. Marking : a first cut -- 2. Proactive marking : the Royal Canin way -- 3. Reactive marking : the Wal-Mart way -- 4. Essence of markings -- 5. The right mindset -- 6. Spoiling the marking process -- 7. Societal embedding -- 8. Building and governing a territory -- 9. Organizing a moral community -- Conclusion : who gets what from marking
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."--BOOK JACKET
Notes
Published 2006
Bibliography
Includes bibliographical references (pages 221-230) and indexes
