Beyond Traditional Marketing - Kashani, Kamran (IMD) a Jeannet, Jean-Pierre (Babson College) a Horovitz, Jacques (IMD) a Meehan, Sean (IMD) a Ryans, Adrian (IMD) a Turpin, Dominique (IMD) a Walsh, John (IMD)

This book aims to be what every marketing manager needs to know about marketing in today's competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the 'classic' literature where innovations in practice had moved ahead of the discipline at an academic level.