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The role of information and communications technology in transforming marketing theory and practice /
There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and business-...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Bradford, England] :
Emerald Group Pub.,
2004.
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| Colección: | Journal of business & industrial marketing ;
v. 19, no. 3. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and business-to-business (B2B) marketing. More recently, much has been written on whether the appropriate perspective of marketing should be transaction-based or relationship-driven. This paper argues that a different view is more useful: that the marketing task has moved beyond being transaction- or relationship-dri. |
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| Descripción Física: | 1 online resource (pages 95-160.) |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 0861769562 9780861769568 1845443705 9781845443702 1280515139 9781280515132 9786610515134 6610515131 |