Strategic marketing : new horizons in theory and research /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Lee, Nick
Otros Autores: Rudd, John M. (Editor ), Jaakkola, Matti (Editor ), Marshall, Greg (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, UK : Emerald Group Publishing Limited, 2016.
Colección:European journal of marketing ; v. 50, no. 12
Temas:
Marketing > Decision making.
Marketing > Management.
Marketing > Gestion.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Marketing > Decision making
Marketing > Management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Editorial boards; Editorial; A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability; Troubled waters: the transformation of marketing in a digital world; Commitment to marketing spending through recessions; Customer orientation and firm's business performance; A resource-advantage theory typology of strategic segmentation; Strategic marketing patterns and performance implications; Innovation summits: comparison and conceptualisation
  • Development and impact of strategic marketing
  • a longitudinal study in a Nordic country from 2008 to 2014

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