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...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oxford :
Elsevier,
2003.
|
| Colección: | Advances in business marketing & purchasing ;
v. 12. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.