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Autor
Pomykalski Andrzej (Społeczna Akademia Nauk)
Tytuł
Marketing Strategy Formulation
Źródło
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 9, cz. 3, s. 7-19, tab., rys., bibliogr. 17 poz.
Entrepreneurship and Management
Tytuł własny numeru
Marketing w rozwoju innowacyjności
Słowa kluczowe
Strategia marketingowa, Dostęp do informacji, Satysfakcja klienta
Marketing strategy, Access to information, Customer satisfaction
Uwagi
summ.
Abstrakt
As markets become ever more efficient and competitive it is easy for businesses to loose client-oriented approach in favour of attaining other objectives. Innovations in products, communication channels and distribution networks are rapidly changing established markets and creating new ones. Companies need to respond to those changes and create own initiatives to be identified by conscious and well-informed buyers. The access to Internet, social and digital media as well as global distribution networks provide customers with unprecedented access to information. Marketing strategies are not only necessary but need to evolve to match innovations in various forms. The purpose of this article is to present and discuss recent advances in marketing strategy theory in the light of established methods. (original abstract)
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Bibliografia
Pokaż
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  2. Ansoff I. H. (1979), Strategic Management, Palgrave Macmillan.
  3. Anderson E.W., Fornell C., Mazvancheryl S. K. (2004), Customer satisfaction and shareholder value, "Journal of Marketing', 68(4), 172-185.
  4. American Marketing Association (2013), Retrieved from https://www.ama.org,
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  6. Champniss G., Wilson H.N., Macdonald E.K. (2015), Why Your Customers' Social Identities Matter, 'Harvard Business Review", 93(1/2), 88-96.
  7. Chrisman J., Hofer C., Boulton W. (1988), Towards a system for classifying business strategies, "Academy of Management Review", 13, 413-428.
  8. Dawar N., Bagga C. K. (2015), A Better Way to Map Brand Strategy, "Harvard Business Review", 93(6), 90-97.
  9. De Swaan Arons M., van den Driest F., Weed K. (2014), The Ultimate Marketing Machine, "Harvard Business Review", 92(7/8), 54-63.
  10. Doyle P. (2009), Value-based marketing: Marketing strategies for corporate growth and shareholder value, John Wiley & Sons.
  11. Gallo A. (2016), A Refresher on Marketing Myopia, "Harvard Business Review Digital Articles", 2-5.
  12. Hamel G., Prahalad C.K. (1996), Competing for the Future, Harvard Business Press.
  13. Kotler Ph. (1980), Marketing Management. Analysis, Planning and Control, Prentice Hall, Englewood Cliffs.
  14. Lemon K.N., Verhoef P.C. (2016), Understanding Customer Experience Throughout the Customer Journey, "Journal of Marketing", 80, 69-96.
  15. Perenc J. (2016), Strategie marketingowe przedsiębiorstw [w:] Marketing przyszłości. Od ujęcia tradycyjnego do nowoczesnego, red. naukowa: G. Rosa, J. Perenc, I. Ostrowska, Wydawnictwo C.H. Beck, Warszawa.
  16. Pomykalski P. (2013), Assessing Impact of Current Financial and Economic Downturn on Textile and Apparel Industry in Poland, "Fibres & Textiles in Eastern Europe", 21(5), 13-18.
  17. Rosa G. (2012), Koncepcja zarządzania marketingowego [w:] Zarządzanie marketingowe, red. naukowa: G. Rosa, Wydawnictwo C.H. Beck, Warszawa.
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ISSN
1733-2486
Język
eng
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