Cargando…

Evaluating marketing actions and outcomes /

What's really happening? For an organization this question contains at least four sub issues: What actions are being done now help to increase the organization's performance? What actions are wasted motions - what are we doing that does not contribute and wastes our time? What actions harm...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Woodside, Arch G.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Oxford : Elsevier, 2003.
Colección:Advances in business marketing & purchasing ; v. 12.
Temas:
Acceso en línea:Texto completo

MARC

LEADER 00000cam a2200000 a 4500
001 ocn646517723
003 OCoLC
005 20231005004200.0
006 m o d
007 cr un|||||||||
008 100709s2003 enk ob 000 0 eng d
040 |a ZJC  |b eng  |c ZJC  |d ZJC  |d DEBSZ  |d OCLCQ  |d OCLCF  |d OCLCO  |d BEDGE  |d OCLCQ  |d ESU  |d KIJ  |d CAUOI  |d OL$  |d OCLCQ  |d OCLCO  |d INARC  |d OCLCQ  |d OCLCO 
019 |a 1167372687 
020 |a 9781849502306  |q (electronic bk.) 
020 |a 1849502307  |q (electronic bk.) 
020 |z 9780762310463  |q (hbk.) 
020 |z 0762310464  |q (hbk.) 
029 1 |a AU@  |b 000058152955 
029 1 |a AU@  |b 000066195355 
029 1 |a DEBSZ  |b 338287531 
029 1 |a GBVCP  |b 653993463 
029 1 |a NZ1  |b 15570274 
035 |a (OCoLC)646517723  |z (OCoLC)1167372687 
050 1 4 |a HF5415.13  |b .E93 2003 
072 7 |a KJMD  |2 bicssc 
072 7 |a BUS043000  |2 bisacsh 
080 |a 339.1 
082 0 4 |a 658.8  |2 22 
049 |a UAMI 
245 0 0 |a Evaluating marketing actions and outcomes /  |c edited by Arch G. Woodside. 
260 |a Oxford :  |b Elsevier,  |c 2003. 
300 |a 1 online resource (viii, 663 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
490 1 |a Advances in business marketing and purchasing,  |x 1069-0964 ;  |v v. 12 
588 0 |a Print version record. 
504 |a Includes bibliographical references. 
520 |a What's really happening? For an organization this question contains at least four sub issues: What actions are being done now help to increase the organization's performance? What actions are wasted motions - what are we doing that does not contribute and wastes our time? What actions harm the organization's performance - what actions are counterproductive in helping the organization achieve what really needs to be accomplished? And, what actions are we not doing now but really should be doing to increase the organization's performance? A fifth, related, sub issue is how to go about finding out what is really happening - what research methods should executives use, as well as avoid using, to go about finding this out. Executive thinking differs fundamentally from scientific thinking in fundamental ways. Scientists and academic researchers are able to choose the problem, whereas in organizations, the problems (and symptoms of problems) are often thrust upon the executive. Scientists focus on a limited number of problems at a time, whereas executives are confronted with a vast number of potential problems and a myriad of possible presentation problem frames. Scientists have the relative luxury of time to explore the problem at hand, whereas executives, particularly CEOs, do not. The intention is for this volume to be read by executives wanting to learn how to reduce overconfidence, and to become more mindful, in making decisions and in learning how to scientifically evaluate the quality of outcomes that follow from implementing decisions. 
505 0 |a Introduction: overcoming overconfidence and other processes in shallow thinking / Arch G. Woodside -- Where is the action?: the reconstruction of action in business narratives / Hans Kjellberg, Per Andersson -- Narratives and case process research / Per Andersson -- Integrating marketing models with quality functional deployment / Stan Aungst, Russell R. Barton, David T. Wilson -- Stakeholder value creation and firm success / Oliver Koll -- Building effective buyer-seller dyadic relationships / Michael W. Preis, Salvatore F. Divita, Amy K. Smith -- Trust and business-to-business e-commerce communications and performance / Pauline Ratnasingam -- Examining internationalization of the professional services firm / Maria Anne Skaates -- Research on business-to-business customer value and satisfaction / Robert B. Woodruff, Daniel J. Flint -- Meta-evaluation: assessing alternative methods of performance evaluation and audits of planned and implemented marketing strategies / Arch G. Woodside, Marcia Y. Sakai. 
590 |a Emerald Insight  |b Emerald All Book Titles 
650 0 |a Marketing  |x Management. 
650 0 |a Customer relations  |x Management. 
650 0 |a Total quality management. 
650 0 |a Organizational effectiveness. 
650 0 |a Decision making. 
650 2 |a Total Quality Management 
650 2 |a Decision Making 
650 6 |a Marketing  |x Gestion. 
650 6 |a Qualité totale. 
650 6 |a Efficacité organisationnelle. 
650 6 |a Prise de décision. 
650 7 |a decision making.  |2 aat 
650 7 |a Management decision making.  |2 bicssc 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Gestion d'entreprises.  |2 eclas 
650 7 |a Customer relations  |x Management  |2 fast 
650 7 |a Decision making  |2 fast 
650 7 |a Marketing  |x Management  |2 fast 
650 7 |a Organizational effectiveness  |2 fast 
650 7 |a Total quality management  |2 fast 
700 1 |a Woodside, Arch G. 
776 0 8 |i Print version:  |t Evaluating marketing actions and outcomes.  |d Oxford : Elsevier, 2003  |z 0762310464  |w (DLC) 2003049542  |w (OCoLC)53076819 
830 0 |a Advances in business marketing & purchasing ;  |v v. 12. 
856 4 0 |u https://emerald.uam.elogim.com/insight/publication/doi/10.1016/S1069-0964(2003)12  |z Texto completo 
938 |a Internet Archive  |b INAR  |n evaluatingmarket0000unse 
994 |a 92  |b IZTAP