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RETHINKING THE Chain.

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اقرأ على الانترنت اقرأ أكثر حفظ في قائمتي
  • المؤلفون: Shaw, Robert; Kotler, Philip
  • المصدر:
    Marketing Management. Jul/Aug2009, Vol. 18 Issue 4, p18-23. 6p. 1 Color Photograph, 2 Diagrams.
  • معلومة اضافية
    • الموضوع:
      MARKETING models; MARKETING theory; MARKETING management; DECISION making in marketing; MARKETING strategy; BUSINESS planning
    • نبذة مختصرة :
      Marketing is the least efficient process in business today, and still it's vitally important. Yet within marketing, there is a business process that can be simplified and streamlined: We call it the idea-to-demand chain. This article presents a comprehensive framework for auditing and transforming the idea-to-demand chain as the basis for long-term marketing efficiency. It represents a manifesto for a new, leaner, faster and better marketing that is fit for the 21st century. [ABSTRACT FROM AUTHOR]
    • نبذة مختصرة :
      Copyright of Marketing Management is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)