| Description |
1 online resource (238 pages). |
|
text file |
| Series |
Emerald Points Ser.
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Emerald Points Ser.
|
| Contents |
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 ... |
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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 |
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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?) |
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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? |
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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? |
| Note |
Debate 5: Should Brands Offer Solutions to Only a Few Segments or More? |
| Summary |
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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
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Marketing. |
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marketing. |
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Sales & marketing. |
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BUSINESS & ECONOMICS -- Industrial Management. |
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BUSINESS & ECONOMICS -- Management. |
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BUSINESS & ECONOMICS -- Management Science. |
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BUSINESS & ECONOMICS -- Organizational Behavior. |
| Other Form: |
Print version: Bozkurt, Bilgehan. Debates in Marketing Orientation. Bingley : Emerald Publishing Limited, ©2019 9781787698369 |
| ISBN |
9781787698338 |
|
1787698335 |
|
1787698351 |
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9781787698352 |
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178769836X |
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9781787698369 |
|
