Atul Parvatiyar - Böcker
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5 produkter
5 produkter
3 019 kr
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As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the "core" of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints. The Handbook of Relationship Marketing covers the entire scope of relationship marketing, including: * The domain, evolution, and growth of relationship marketing * The conceptual and theoretical foundations of relationship marketing * Partnership issues that firms must face to enable relationship marketing * New ways of teaching and learning relationship marketing
1 513 kr
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This is the 13th volume in the series on "Research in Marketing".
Del 14 - Research in Marketing
Designing Competitive Strategies for Global Marketing
Inbunden, Engelska, 1998
1 172 kr
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This is the 14th volume in a series of studies on research in marketing.
1 809 kr
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This is the 15th volume in a series of studies on research in marketing.
1 059 kr
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Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology. Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school—utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics. In this new global expanded edition, Marketing Theory identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment. It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory. New to this Edition: New chapters on four new schools of marketing thoughtNew content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of CompetitionNew and expanded coverage of Relationship Marketing, with greater emphasis on R-A TheoryNow includes insightful questions for analysis and advanced-level discussions for every chapterWiley Advantage: Covers the main concepts and principles underlying marketing theory and practiceProvides a comprehensive typology for the 16 major schools of marketing thoughtDescribes concepts and axioms useful in generating a practical theory of marketing.Offers a practical approach to marketing theory that generates a more realistic view of marketing issuesIllustrates how marketing problems have been solved in the real world of business by connecting theory to practiceIncludes extensive references throughout, including many pioneering yet lesser-known works