In Search Of A New Logic For Marketing

Author : Christian Gronroos
Publisher : Wiley
Page : 0 pages
File Size : 51,6 Mb
Release : 2008-03-10
Category : Business & Economics
ISBN : 0470061294

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In Search of a New Logic for Marketing by Christian Gronroos Pdf

The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.

Author : Frank-Martin Belz,Ken Peattie
Publisher : John Wiley & Sons
Page : 354 pages
File Size : 41,6 Mb
Release : 2012-10-29
Category : Business & Economics
ISBN : 9781119966197

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Sustainability Marketing by Frank-Martin Belz,Ken Peattie Pdf

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com

Author : Robert F. Lusch,Stephen L. Vargo
Publisher : Routledge
Page : 676 pages
File Size : 47,7 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317454632

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The Service-Dominant Logic of Marketing by Robert F. Lusch,Stephen L. Vargo Pdf

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.

Author : Dirk vom Lehn
Publisher : Taylor & Francis
Page : 215 pages
File Size : 52,8 Mb
Release : 2024-01-31
Category : Business & Economics
ISBN : 9781317340065

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Peopling Marketing, Organization, and Technology by Dirk vom Lehn Pdf

Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates that production, placing, promotion, and pricing are achieved in, and through, marketing interaction. The studies investigate marketing interaction on street-markets, decision-making about the digitalization of supermarkets, the design of exhibitions and social media to generate memorable experiences, the interactive experiencing of exhibits, and the development of guiding visions in the promotion of Virtual Reality. The analyses reveal the practical and social organization of actions through which marketing and consumption are accomplished. By using different interactionist research methods, they show the contribution research using the interactionist attitude can make to marketing and consumer research, as well as to interactionist sociology concerned with marketing interaction. Aimed at academics, researchers, and students in the fields of marketing and consumer research, as well as in social psychology and sociology, this book will encourage scholars and students in marketing and consumer research to shift their focus from the symbolic to marketing interaction.

Author : Tonino Pencarelli,Fabio Forlani
Publisher : Unknown
Page : 128 pages
File Size : 44,6 Mb
Release : 2018
Category : Marketing
ISBN : 3319775510

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The Experience Logic as a New Perspective for Marketing Management by Tonino Pencarelli,Fabio Forlani Pdf

This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.

Author : R. Varey,M. Pirson
Publisher : Springer
Page : 284 pages
File Size : 41,6 Mb
Release : 2013-11-19
Category : Business & Economics
ISBN : 9781137353290

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Humanistic Marketing by R. Varey,M. Pirson Pdf

Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.

Author : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 52,8 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980

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The SAGE Handbook of Marketing Theory by Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski Pdf

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Author : Bahaaeddin Alareeni
Publisher : Springer Nature
Page : 571 pages
File Size : 55,5 Mb
Release : 2024-06-29
Category : Electronic
ISBN : 9783031539985

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Technology and Business Model Innovation: Challenges and Opportunities by Bahaaeddin Alareeni Pdf

Author : Izabella Parowicz
Publisher : Springer
Page : 158 pages
File Size : 52,5 Mb
Release : 2018-10-25
Category : Business & Economics
ISBN : 9783030002879

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Cultural Heritage Marketing by Izabella Parowicz Pdf

Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.

Author : Michael J. Baker
Publisher : Bloomsbury Publishing
Page : 553 pages
File Size : 45,6 Mb
Release : 2017-09-16
Category : Business & Economics
ISBN : 9781137342133

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Marketing Strategy and Management by Michael J. Baker Pdf

The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.

Author : Pratima Bansal,Andrew J. Hoffman
Publisher : Oxford University Press
Page : 717 pages
File Size : 45,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 9780199584451

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The Oxford Handbook of Business and the Natural Environment by Pratima Bansal,Andrew J. Hoffman Pdf

This Handbook discusses the main issues, research, and theory on business and the natural environment, and how they impact on different business functions and disciplines

Author : Patrick E. Murphy,John F. Sherry Jr.
Publisher : Routledge
Page : 353 pages
File Size : 53,6 Mb
Release : 2013-07-24
Category : Business & Economics
ISBN : 9781134091072

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Marketing and the Common Good by Patrick E. Murphy,John F. Sherry Jr. Pdf

Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.

Author : Antonella La Rocca
Publisher : Springer Nature
Page : 214 pages
File Size : 45,5 Mb
Release : 2020-03-14
Category : Business & Economics
ISBN : 9783030409937

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Customer-Supplier Relationships in B2B by Antonella La Rocca Pdf

This book explores customer-supplier relationships in B2B markets focusing on interaction between parties. Drawing on three fields of research – studies of relationships in marketing, social interactionism in sociology, and sense-making in social psychology – the author explores the concepts and roles of actors in business relationships and how the behaviour of actors within an interaction affects the development of those relationships. Based on a review of prior research and an original empirical study, the author argues that the presence of continuous close relationships between the customer and supplier organisations bestows features of a business network on B2B markets, with distinct interdependencies and ubiquitous interactions. Exploring buyer-seller interactions, the author contends that actors’ mutually perceived identities – continuously emergent and relationship-specific – are the main factor in the development of business relationships and discusses the implications for management practice and research.

Author : Bo Edvardsson,Bo Enquist
Publisher : Routledge
Page : 142 pages
File Size : 44,8 Mb
Release : 2008-10-31
Category : Business & Economics
ISBN : 9781134047574

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Values-based Service for Sustainable Business by Bo Edvardsson,Bo Enquist Pdf

This is the first book on the role of values in developing and managing service companies, emphasizing sustainable business. The authors examine the role of values in forming a service culture which creates customer value.

Author : Tim Cooper
Publisher : CRC Press
Page : 460 pages
File Size : 50,5 Mb
Release : 2016-05-06
Category : Business & Economics
ISBN : 9781317103547

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Longer Lasting Products by Tim Cooper Pdf

The present economic system requires us to consume and throw away more and more goods. Yet often it's our desire, and the best interests of the environment, for these goods to last. The contributors to this book, who comprise many of the most significant international thinkers in the field, explore how longer lasting products could offer enhanced value while reducing environmental impacts. If we created fewer but better quality products, looked after them carefully and invested more in repair, renovation and upgrading, would this direct our economy onto a more sustainable course? The solution sounds simple, yet it requires a seismic shift in how we think, whether as producers or consumers, and our voracious appetite for novelty. The complex range of issues associated with product life-spans demands a multidisciplinary approach. The book covers historical context, design, engineering, marketing, law, government policy, consumer behaviour and systems of provision. It addresses the whole range of consumer durables - vehicles, kitchen appliances, audio-visual equipment and other domestic products, furniture and floor coverings, hardware, garden tools, clothing, household textiles, recreational goods and DIY goods - as well as the re-use of packaging. Longer Lasting Products provides policy makers, those involved in product design, manufacturing and marketing, and all of us as consumers, with clear and compelling guidance as to how we can move away from a throwaway culture towards an economy sustained by more durable goods.