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Marketing in the network economy

Kotler, Philip - ; Achrol, Ravi S. - ;

Marketing is poised for revolutionary changes in its organizational context, as well as in its relationship with customers. Driven by a dynamic and knowledge-rich environment, the hierarchical organizations of the 20th century are disaggregating into a variety of network forms, including internal networks, vertical networks, intermarket networks, and opportunity networks. The role of marketing in each network is changing in profound ways. Marketing will increasingly be responsible for creating and managing new marketing knowledge, risk and investment analysis, transfer pricing of tangibles and intangibles, and the coordination of the network's economic and social activities. It will explore new frontiers in multilateral marketing, reshape markets through technology convergence and electronic commerce, organize consumer communities, and aggregate consumer information and demand into saleable business assets. The most radical implication for marketing is the shift from being an agent of the seller to being an agent of the buyer, from being a marketer of goods and services to being a customer consultant and manager of saleable consumption assets.Printed Journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekMarketing
Changes
studies
Business networking
ISBN/ISSN920703
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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