The marking enterprise : business success and soceital embedding - THOENIG; Waldman, Charles (New York: : Palgrave Macmillan, 2007)
Enterprises such as IKEA, First Direct, Apple, Royal Canin and Starbucks are models not only because of their economic performance, but also because they leave a mark on society. Marking enterprises are special. They think and act in a specific manner. Marking enterprises succeed because they invent alternative approaches to branding, marketing, and strategizing. This book makes them explicit and repeatable. Its offers a groundbreaking new framework to business practices and to management science.
Keywords: Consumer satisfaction; Customer relations; Marketing -- Social aspects; Organizational effectiveness; Social marketing