Customer Reviews

Rethinking Marketing: The Entrepreneurial Imperative

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This is a truly visionary, even revolutionary, book of business scholarship. 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. With a scientist's keen eye for observation, whe finds the old ways of marketing quickly being replaced by a new paradigm. The traditional 4 Ps are now replaced by what she calls the 4 Cs. Organizations that don't adapt to the new competitive environment emerging will become extinct. Only those organizations that re-think traditional marketing and apply new revolutionary techniques will survive and thrive. A mind-expanding work.

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