Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing

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Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing

Shervani, Tasadduq - ; Srivastava, Rajendra K. - ; Fathey, Liam - ;

A study is presented that develops a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in 3 core business processes that generate value for customers - product development management, supply chain management, and customer relationship management - which in turn create 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 study highlights the implications of an organizationally embedded view of marketing for the future of marketing theory and practice.Printed Journal

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Marketing management studies Shareholders wealth Processes
ISBN/ISSN	920703
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data