Open AccessBook
Principles of Marketing
TLDR
The second edition of Randall's introductory text for general marketing courses, combining academic rigour with an accessible writing style as mentioned in this paper, provides a comprehensive overview of 'classical' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics.Abstract:
This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.read more
Citations
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The Dynamic Resource-Based View: Capability Lifecycles
TL;DR: The capability lifecycle provides a structure for a more comprehensive approach to dynamic resource-based theory and incorporates the founding, development, and maturity of capabilities in a manner that helps to explain the sources of heterogeneity in organizational capabilities.
Journal ArticleDOI
Understanding Service Convenience
TL;DR: In this article, a more comprehensive and multidimensional conceptualization of service convenience and a model delineating its antecedents and consequences is proposed, and the authors build their case by systematically examining the convenience literature, explicating the dimensions and types of services convenience, developing the overall model and related research propositions, and presenting directions for further research.
Journal ArticleDOI
Effects of innovation types on firm performance
TL;DR: In this article, the authors explored the effects of organizational, process, product and marketing innovations on different aspects of firm performance, including innovative, production, market and financial performances, based on an empirical study covering 184 manufacturing firms in Turkey.
Journal Article
On relationship marketing
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
Book
The Lexus and the Olive Tree: Understanding Globalization
TL;DR: Friedman as mentioned in this paper argued that countries that follow the rules will prosper, and those that do not will be relegated to the backwaters of development, and provided hope for the possible inclusion of developing nations in world prosperity.
References
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Journal ArticleDOI
A Study of Marketing Generalizations
TL;DR: In this paper, the knowledge of a field is defined in terms of scientific generalizations, whereas knowledge of marketing is defined as a generalization of the field's knowledge, and the distinction is not subtle.
Book
A preface to marketing management
J. Paul Peter,James H. Donnelly +1 more
TL;DR: In this article, the authors present the essentials of marketing management, including strategic planning and the marketing management process, as well as marketing information, research, and understanding the target market.