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...

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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.
Industrial organization.
Business & Economics > Marketing > General.
Sales & marketing.
elektronické knihy
electronic books
ISBN: 9781787698338 (e-book)
Physical Description: 1 online resource (xi, 225 pages).

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Table of contents

LEADER 02849nam a2200397Ii 4500
001 em-9781787698338
003 UtOrBLW
005 20190118132125.0
006 m o d
007 cr un|||||||||
008 190118s2019 enk ob 001 0 eng d
020 |a 9781787698338 (e-book) 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
080 |a 658.8 
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 resource (xi, 225 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 Emerald points 
504 |a Includes bibliographical references and index. 
505 0 |a Prelims -- Introduction -- The bridge between academia and practice -- Understanding the customer -- Transformational issues -- Conclusion -- References.  
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.  
650 0 |a Marketing. 
650 0 |a Industrial organization. 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Sales & marketing.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
776 |z 9781787698369 
830 0 |a Emerald points. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781787698338  |y Full text 

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