Evaluating marketing actions and outcomes

• Άλλοι συγγραφείς: Woodside, Arch G.
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Oxford : Elsevier, 2003.
• Σειρά: Advances in business marketing and purchasing ; v. 12.
• Θέματα: Marketing > Management.; Customer relations > Management.; Total quality management.; Organizational effectiveness.; Decision making.; Management decision making.; Business & Economics > Marketing > General.

What's really happening? For an organization this question contains at least four sub issues: What actions are being done now help to increase the organization's performance? What actions are wasted motions - what are we doing that does not contribute and wastes our time? What actions harm...

Πίνακας περιεχομένων:

• Introduction: overcoming overconfidence and other processes in shallow thinking / Arch G. Woodside
• Where is the action?: the reconstruction of action in business narratives / Hans Kjellberg, Per Andersson
• Narratives and case process research / Per Andersson
• Integrating marketing models with quality functional deployment / Stan Aungst, Russell R. Barton, David T. Wilson
• Stakeholder value creation and firm success / Oliver Koll
• Building effective buyer-seller dyadic relationships / Michael W. Preis, Salvatore F. Divita, Amy K. Smith
• Trust and business-to-business e-commerce communications and performance / Pauline Ratnasingam
• Examining internationalization of the professional services firm / Maria Anne Skaates
• Research on business-to-business customer value and satisfaction / Robert B. Woodruff, Daniel J. Flint
• Meta-evaluation: assessing alternative methods of performance evaluation and audits of planned and implemented marketing strategies / Arch G. Woodside, Marcia Y. Sakai.