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Debates in Marketing Orientation
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.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2019.
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| Colección: | Emerald Points Ser.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Front Cover; Debates in Marketing Orientation; Copyright Page; Dedication; Contents; About the Author; Acknowledgments; Introduction; Examining Marketing Orientation; Contribution of This Work; Debates; Target Readers; Matching Book Features and Reader Benefits; 1 The Bridge between Academia And Practice; Debate 1: Is There a Bridge between Academia and Practice?; Why is This Tension?; A Civilized Tension between Academia and Practice (including Tension within Academia and Tension within Practice) Could be ...
- A Strong Theory Is the One that Generates a Diverse Set of Practical Applications and Managerial ImplicationsThe Real Divide Is Not the Divide between Academia and Practice, It Is the Divide in Translating among Persons, Organizatio ... ; If There Is or Will Be a Bridge, Should n't It Be Visible in Business Curricula?; Debate 2: Can Business Practices be Valued Equally as Scientific Work?; Despite the Traditional Viewpoint, Organizations can Alter the Macro-economic Structure
- Can Marketing Practices Produce Growth or Stability Today? (What can be the Relationships among Corporate Growth, Business ... Can Significant Implementation Produce Significant Theories?; Are There Sufficient Amount of Frameworks Developed by Companies and Are Companies Willing to Contribute to the Marketing P ... ; 2 Understanding The Customer; Debate 1: Do Marketers Know Better than Customers?; Do Customers Know More about Themselves or Do Marketers Know Customers Better?; Why Are Customers Increasingly Demanding? (Do They Really Know What They Want?)
- Why Do Brands Take Demanding Customers for Granted?Do Marketers Need a Trade-off between Stakeholder Management and Customer Orientation?; Debate 2: Can Marketers Create Needs?; Marketing's Integration with Operations Management Has Accelerated the Dominance of Customers in the Supply Chain; Is Thinking about Customer Experience in the Very First Place the Main Driver of Customer Orientation?; Creation or Identification?; What Is the Relationship between Value Creation and Need Recognition?; Debate 3: How Can Brands Decide Whether to Use Consumer Research or Not?
- Business Research, Management Research, Market Research, Marketing Research, Consumer Research or Applied Statistics Depend ... Significant or Not?; Do Organizations Have Dedication to Science, Human Resources to Master Advanced Statistical Methods and Free Time from Rout ... ; How Can the Transition between Different Methods or Their Integration be Managed?; Debate 4: Leaving No Choice to Customers by Selling Products through Legislation and Regulations or Not; What Are the Responsibilities of Marketing?; How Can a Legislator Promote a Product?