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Debates in Marketing Orientation
Paperback
Series: Emerald Points
ISBN13: 9781787698369
Publisher: Emerald Pub Ltd
Published: Jan 14 2019
Pages: 240
Weight: 0.50
Height: 0.70 Width: 5.00 Depth: 7.70
Language: English
The debates reveal sources of managerial and cultural tension that can occur while trying to implement customer-oriented business processes at a marketing organization. How can academic and professional marketing perspectives be integrated? What are the main issues about understanding and analysing customer needs? What are the deepest roots of issues for organizations that aim to remain or become customer-oriented?
This book is a call towards a creative marketing concept as the core of post industry competition: where marketing is an alternative to management.
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