Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Debates in Marketing Orientation PDF full book. Access full book title Debates in Marketing Orientation by Bilgehan Bozkurt. Download full books in PDF and EPUB format.
Author: Bilgehan Bozkurt Publisher: Emerald Group Publishing ISBN: 1787698351 Category : Business & Economics Languages : en Pages : 240
Book Description
This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.
Author: Bilgehan Bozkurt Publisher: Emerald Group Publishing ISBN: 1787698351 Category : Business & Economics Languages : en Pages : 240
Book Description
This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.
Author: Bilgehan Bozkurt Publisher: Emerald Group Publishing ISBN: 1787698335 Category : Business & Economics Languages : en Pages : 240
Book Description
This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.
Author: Jean-Jacques Lambin Publisher: Presses univ. de Louvain ISBN: 9782874631191 Category : Business & Economics Languages : en Pages : 198
Book Description
This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.
Author: Jennifer Lees-Marshment Publisher: Routledge ISBN: 1136792120 Category : Business & Economics Languages : en Pages : 336
Book Description
Explore the increased need for marketing within the political arena Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out i
Author: Ayantunji Gbadamosi Publisher: SAGE ISBN: 1526485400 Category : Business & Economics Languages : en Pages : 626
Book Description
As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.
Author: Robert F. Lusch Publisher: Routledge ISBN: 1317454634 Category : Business & Economics Languages : en Pages : 676
Book Description
Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
Author: Douglas Brownlie Publisher: SAGE ISBN: 9780803974913 Category : Business & Economics Languages : en Pages : 292
Book Description
`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar
Author: Roger Gomes Publisher: Springer ISBN: 3319131478 Category : Business & Economics Languages : en Pages : 332
Book Description
This volume includes the full proceedings from the 1995 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, advertising, branding, international marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Rajeev Batra Publisher: Springer Science & Business Media ISBN: 1461550092 Category : Business & Economics Languages : en Pages : 281
Book Description
As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.