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Author: Terry Smith
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 311063189X
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.
Author: Terry Smith
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 311063189X
Category : Business & Economics
Languages : en
Pages : 263
Get Book
Book Description
Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.
Author: Terry Smith
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110631709
Category : Business & Economics
Languages : en
Pages : 235
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Book Description
Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.
Author: Berend Wierenga
Publisher: Springer Science & Business Media
ISBN: 1461545951
Category : Business & Economics
Languages : en
Pages : 349
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Book Description
Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?
Author:
Publisher: ADB Knowledge Solutions
ISBN:
Category :
Languages : en
Pages : 427
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Book Description
Author: Matthew Reyes
Publisher: BoD – Books on Demand
ISBN: 1789238552
Category : Business & Economics
Languages : en
Pages : 144
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Book Description
This Edited Volume "Consumer Behavior and Marketing" is a collection of reviewed and relevant research chapters, offering a comprehensive overview of recent developments in the field of psychology. The book comprises single chapters authored by various researchers and edited by an expert active in the research area. All chapters are complete in itself but united under a common research study topic. This publication aims at providing a thorough overview of the latest research efforts by international authors and open new possible research paths for further novel developments.
Author:
Publisher: Bib. Orton IICA / CATIE
ISBN:
Category :
Languages : en
Pages : 230
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Book Description
Author: J. Paul Peter
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 886
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Book Description
Author: Olivier Serrat
Publisher: Springer
ISBN: 981100983X
Category : Business & Economics
Languages : en
Pages : 1098
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Book Description
This book is open access under a CC BY-NC 3.0 IGO license. This book comprehensively covers topics in knowledge management and competence in strategy development, management techniques, collaboration mechanisms, knowledge sharing and learning, as well as knowledge capture and storage. Presented in accessible “chunks,” it includes more than 120 topics that are essential to high-performance organizations. The extensive use of quotes by respected experts juxtaposed with relevant research to counterpoint or lend weight to key concepts; “cheat sheets” that simplify access and reference to individual articles; as well as the grouping of many of these topics under recurrent themes make this book unique. In addition, it provides scalable tried-and-tested tools, method and approaches for improved organizational effectiveness. The research included is particularly useful to knowledge workers engaged in executive leadership; research, analysis and advice; and corporate management and administration. It is a valuable resource for those working in the public, private and third sectors, both in industrialized and developing countries.
Author: Thanh Tuyen Nguyen
Publisher: Walter de Gruyter
ISBN: 3598441576
Category : Language Arts & Disciplines
Languages : en
Pages : 392
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Book Description
In this book, the author focuses on the intersection of two major bodies of policy and practice: knowledge economy and ICTs on one hand, and sustainable economic development on the other. It aims to provide a broad-ranging account of the social and economic terrain demarcated by this intersection in order to reach conclusions and offer guidelines for policy development. Although based on the case of a developing country (Vietnam) its analyses, arguments and conclusions are of universal relevance. Key features comprehensive picture of a society from the perspective of knowledge for development Intersection of ICTs (Information and Communications Technology), knowledge, and sustainable economic development Can be used in courses of sociology, political economy, development economics, knowledge economics, information and telecommunication technology, sustainable development, and public administration.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522556389
Category : Computers
Languages : en
Pages : 1572
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Book Description
In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.
