This book challenges the traditional concept of the 4Ps and the functional role of marketing departments. The authors enlarge the market definition to embrace the key market players operating not only in the traditional global market, but also in the global electronic market. In addition they explore : managing one-to-one relationships with customers, through CRM tools now available thanks to developments in information technology ; brand management ; and the emergence of new values, aiming at sustainable development within a market economy.
