Debates in Marketing Orientation
Title | Debates in Marketing Orientation PDF eBook |
Author | Bilgehan Bozkurt |
Publisher | Emerald Group Publishing |
Pages | 238 |
Release | 2019-01-14 |
Genre | Business & Economics |
ISBN | 1787698335 |
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.
The Service-Dominant Logic of Marketing
Title | The Service-Dominant Logic of Marketing PDF eBook |
Author | Robert F. Lusch |
Publisher | Routledge |
Pages | 676 |
Release | 2014-12-18 |
Genre | Business & Economics |
ISBN | 1317454634 |
Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
Current Issues in Political Marketing
Title | Current Issues in Political Marketing PDF eBook |
Author | Jennifer Lees-Marshment |
Publisher | Routledge |
Pages | 336 |
Release | 2006-05-12 |
Genre | Business & Economics |
ISBN | 1136792120 |
Explore the increased need for marketing within the political arena Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out i
Developing a Marketing Orientation
Title | Developing a Marketing Orientation PDF eBook |
Author | William T. Ross |
Publisher | |
Pages | |
Release | 1987 |
Genre | |
ISBN |
Changing Market Relationships in the Internet Age
Title | Changing Market Relationships in the Internet Age PDF eBook |
Author | Jean-Jacques Lambin |
Publisher | Presses univ. de Louvain |
Pages | 198 |
Release | 2013-04-03 |
Genre | Business & Economics |
ISBN | 9782874631191 |
This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.
Contemporary Issues in Marketing
Title | Contemporary Issues in Marketing PDF eBook |
Author | Ayantunji Gbadamosi |
Publisher | SAGE |
Pages | 626 |
Release | 2019-09-02 |
Genre | Business & Economics |
ISBN | 1526485400 |
As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.
Rethinking Marketing
Title | Rethinking Marketing PDF eBook |
Author | Douglas Brownlie |
Publisher | SAGE |
Pages | 292 |
Release | 1999-03-23 |
Genre | Business & Economics |
ISBN | 9780803974913 |
`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar