Debates in marketing orientation

This book examines the fundamental problems and the alternative solutions of marketing orientation. Through a consideration of customer orientation and the marketing concept, Debates in Marketing Orientation considers the role of the individual in the marketing process.The debates reveal sources of...

Full description

Saved in:
Bibliographic Details
Main Author: Bozkurt, Bilgehan, (Author)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2019.
Edition: First edition.
Series: Emerald points.
Subjects:
marketing
organizace podniku
industrial organization
elektronické knihy
monografie
electronic books
monographs
ISBN: 9781787698338
Physical Description: 1 online zdroj (xi, 225 stran).

Cover

Table of contents

LEADER 03214nam a2200505 i 4500
001 104058
003 CZ-ZlUTB
005 20220920103128.0
006 m o d
007 cr un|||||||||
008 190118s2019 enk fo 001 0 eng d
999 |c 104058  |d 104058 
020 |a 9781787698338  |q (e-book) 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
072 7 |a 658  |x Řízení a správa podniku  |2 Konspekt  |9 4 
080 |a 658.8  |2 MRF 
080 |a 005.72  |2 MRF 
080 |a (0.034.2:08)   |2 MRF 
080 |a (048.8)  |2 MRF 
100 1 |a Bozkurt, Bilgehan,  |e author. 
245 1 0 |a Debates in marketing orientation /  |c by Bilgehan Bozkurt (Istanbul Arel University, Turkey). 
250 |a First edition. 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2019. 
264 4 |c ©2019 
300 |a 1 online zdroj (xi, 225 stran). 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 1 |a Emerald points 
504 |a Obsahuje bibliografické odkazy a index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
520 |a This book examines the fundamental problems and the alternative solutions of marketing orientation. Through a consideration of customer orientation and the marketing concept, Debates in Marketing Orientation considers the role of the individual in the marketing process.The debates reveal sources of managerial and cultural tension that can occur while trying to implement customer-oriented business processes at a marketing organization. How can academic and professional marketing perspectives be integrated? What are the main issues about understanding and analysing customer needs? What are the deepest roots of issues for organizations that aim to remain or become customer-oriented? Some of the interesting topics discussed are about academia and professional collaborations, demand management, stakeholder marketing, methodology development, marketing interfaces, new competition perspectives, managerial alternatives, mindsets, marketing skills, healthy organizations, marketing-driven operations, mixing branding constructs, integrative frameworks, human orientation, responsibility, ecosystems, organizational comfort zones, customer-driven organizational cultures, internationalization, and social impact. This book is a call towards a creative marketing concept as the core of post industry competition: where marketing is an alternative to management.- Resumé vydavatel  
650 0 7 |a marketing  |7 ph115227  |2 czenas 
650 0 7 |a organizace podniku  |7 ph137376  |2 czenas 
650 0 9 |a marketing  |2 eczenas 
650 0 9 |a industrial organization  |2 eczenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 7 |a monografie  |7 fd132842  |2 czenas 
655 9 |a electronic books  |2 eczenas 
655 9 |a monographs  |2 eczenas 
776 |z 9781787698369 
830 0 |a Emerald points. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://www.emerald.com/insight/publication/doi/10.1108/9781787698338  |y Plný text 
942 |2 udc 
992 |c EBOOK-TN  |c EMERALD 

Similar Items