Text
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing
The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM63 | PSB lt.dasar - Pascasarjana | 3 |
| Penerbit | Chicago, IL: American Marketing Association 1999 |
|---|---|
| Edisi | Vol. 63, (Special Issue) 1999 |
| Subjek | Marketing management studies Shareholders wealth Processes |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |