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Marketing strategy: an assessment of the state of the field and outlook
An assessment of the state of the field of marketing strategy research and the outlook for the future is provided. Using institutional theory, an organizing framework is developed to serve as a road map for assessing research in marketing strategy. This assessment of the state of the field, based on a review of extant literature, suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired.Hardcopy
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1700505 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Academy of Marketing Science |
|---|---|
| Edisi | - |
| Subjek | Market research Market strategy Impact analysis Business community studies Trends |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |