پشت پرده مشکلات بازاریابی(BEHIND MARKETING'S WOES)
Marketing is ripe for a revolution because its failures are so apparent. "Everybody--stockholders, directors, CEOs, customers, the government--is angry because marketing, which should be driving business, doesn't work" write marketing executives Kevin Clancy and Robert Shulman. One of the most important reasons for this breakdown is that research is not working because of flaws in its basic premises.
این فایل به صورت Word می باشد و در 6 صفحه به صورت ترجمه شده ارائه شده است. این مقاله به طور کل 6 صفحه می باشد.
دانلود مقاله انگلیسی مدیریت بازاریابی 2013
دانلود مقاله انگلیسی مدیریت بازاریابی 2013:Aligning operations, marketing, and competitive strategies to
enhance performance:An empirical test in the retail
banking industry
Marketing and Management Models A Guide to Understanding and Using Business Models Helen Strong, 2014, کتاب
Marketing and Management Models A Guide to Understanding and Using Business Models Helen Strong, 2014
Business Expert Press
مطالب
Chapter 1 Arthur D Little Matrix....................................................1
Chapter 2 Adopt and Drop Curve...................................................9
Chapter 3 Ansoff Growth Matrix...................................................13
Chapter 4 Authenticity Gap..........................................................19
Chapter 5 Brand EquityG...............................................................25
Chapter 6 Brand Resonance..........................................................33
Chapter 7 Brand Resonance LadderG.............................................37
Chapter 8 Brand Loyalty Programs................................................41
Chapter 9 Brand Switching............................................................45
Chapter 10 Engagement Gearing.....................................................51
Chapter 11 Communication Targeting: Business Buying Unit.........57
Chapter 12 Consumer Decision Making.........................................65
Chapter 13 Consumer Decision Model for a Service
Industry Environment...................................................73
Chapter 14 Consumer Angry Switching..........................................77
Chapter 15 Customer Growth Rate.................................................83
Chapter 16 Gamification.................................................................91
Chapter 17 Gap Analysis.................................................................97
Chapter 18 Cultural Integration in Marketing...............................101
Chapter 19 Force Field Analysis.....................................................107
Chapter 20 Iceberg Theory: Identification of the
Marketing Research Problem......................................111
Chapter 21 Integrated Marketing Vectors......................................115
Chapter 22 Ishikawa Diagram (Fishbone)......................................119
Chapter 23 Mullin’s Seven Domains—Business Opportunities......123
Chapter 24 Perceptual Maps..........................................................129
Chapter 25 Porter’s Five Force Analysis..........................................133
Chapter 26 Positioning..................................................................139
Chapter 27 Product Life Cycle......................................................143
Chapter 28 Road Mapping............................................................149
Chapter 29 SERVQUAL...............................................................155
Chapter 30 SOSTAC® Planning System........................................161
Chapter 31 Stakeholder Analysis....................................................165
Chapter 32 Supply Chain Concept................................................171
Chapter 33 Target Market Identification: Segmentation
and Estimation............................................................179
Chapter 34 The Growth Share Matrix...........................................185
Chapter 35 Glossary of Terms........................................................189