کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10491172 | 939398 | 2005 | 12 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The rebuilt marketing machine
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Since its conception, the marketing mix has been the marketer's tool kit for success. A firm's marketing plan is basically comprised of the 4 Ps of the marketing mix tool kit, with practitioners and academicians segregating a marketer's tasks into product, place, price, and promotion. A decade of company-based research suggests, however, that it is time to rebuild the marketing machine by focusing upon the key strategic issues that companies, and marketers, face in today's rapidly evolving, digitized marketplace. If marketing is to become a way of doing business rather than merely one of several organizational functions, marketers must recognize that the marketing mix tool kit is truly an implement for success, just as an engine and wheels are necessary for successful navigation of an automobile. Only after we, as marketers, recognize and conceptualize marketing as a bigger machine than just the 4 Ps will we be able to bring a market orientation to the forefront of strategic thought.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 48, Issue 5, SeptemberâOctober 2005, Pages 409-420
Journal: Business Horizons - Volume 48, Issue 5, SeptemberâOctober 2005, Pages 409-420
نویسندگان
Victoria L. Crittenden,