书目详细信息
： Debates in marketing orientation /
书目信息 机读格式(MARC)
| ISBN： | 9781787698369 |
|---|---|
| ISBN： | 178769836X |
| 编目源： | YDX YDX OCLCQ YDXIT OCLCF ICU DLC |
| 个人名称： | Bozkurt, Bilgehan, |
| 题名： | Debates in marketing orientation / by Bilgehan Bozkurt. |
| 版本说明： | First edition. |
| 索书号： | F719.0/B789E |
| 载体形态： | viii, 225 pages ; 20 cm |
| 书目附注： | Includes bibliographical references (pages 163-213) and index. |
| 格式化内容附注： | Introduction -- 1. The Bridge between Academia and Practice. Debate 1: Is There a Bridge between Academia and Practice? ; Debate 2: Can Business Practices be Valued Equally as Scientific Work? -- 2. Understanding the Customer. Debate 1: Do Marketers Know Better than Customers? ; Debate 2: Can Marketers Create Needs? ; Debate 3: How Can Brands Decide Whether to Use Consumer Research or Not? ; Debate 4: Leaving No Choice to Customers by Selling Products through Legislation and Regulations or Not ; Debate 5: Should Brands Offer Solutions to Only a Few Segments or More? -- 3. Transformational Issues. Debate 1: Should We Still Focus on Similarities between Products to Classify Businesses in an Age of Innovation and Differentiation? ; Debate 2: Is Management Here to Stay? ; Debate 3: Are There This Many Leader Organizations? ; Debate 4: Why Do Organizations Replicate Actions of Leader Organizations? ; Debate 5: What Are the Tensions among Managerial Idiosyncrasies, Artistic Passion and Freedom, and Marketing Orientation? ; Debate 6: Is Marketing Another Business Function or Who Is the Owner of Marketing? ; Debate 7: How can Organizations Manage Operations from a Marketing or Branding Perspective? ; Debate 8: Should Organizations Refer to Managerial Experience or Personal Potential? ; Debate 9: How Required Sets of Marketing Skills Change in Time? ; Debate 10: How Can Organizations Employ a Time Orientation? ; Debate 11: Is Marketing Mix Still Relevant or Why Are Not New Perspectives among Widespread Practices?; Debate 12: How Can Organizations Decide on Employing Conventional or Extraordinary ideas? ; Debate 13: Can In-house Competition, instead of In-house Collaboration, Make Organizations Successful? ; Debate 14: What Are the Tensions of Organizational Change? ; Debate 15: What Are the Tensions of Altering a Corporate Culture? ; Debate 16: How Can Organizations Translate Marketing Conceptions to Different Cultures? -- 4. Conclusion. |