000			02927nam a2200445Ii 4500
001			9781787698338
003			UtOrBLW
005			20210303084857.0
006			m o d
007			cr un|||||||||
008			190118s2019 enk ob 001 0 eng d
020			_a9781787698338 (e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF5415 _b.B69 2019
072		7	_aKJS _2bicssc
072		7	_aBUS043000 _2bisacsh
080			_a658.8
082	0	4	_a658.8 _223
100	1		_aBozkurt, Bilgehan, _eauthor.
245	1	0	_aDebates in marketing orientation / _cby Bilgehan Bozkurt (Istanbul Arel University, Turkey).
250			_aFirst edition.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (xi, 225 pages).
490	1		_aEmerald points
504			_aIncludes bibliographical references and index.
505	0		_aPrelims -- Introduction -- The bridge between academia and practice -- Understanding the customer -- Transformational issues -- Conclusion -- References.
520			_aThis book examines the fundamental problems and the alternative solutions of marketing orientation. Through a consideration of customer orientation and the marketing concept, Debates in Marketing Orientation considers the role of the individual in the marketing process.The debates reveal sources of managerial and cultural tension that can occur while trying to implement customer-oriented business processes at a marketing organization. How can academic and professional marketing perspectives be integrated? What are the main issues about understanding and analysing customer needs? What are the deepest roots of issues for organizations that aim to remain or become customer-oriented? Some of the interesting topics discussed are about academia and professional collaborations, demand management, stakeholder marketing, methodology development, marketing interfaces, new competition perspectives, managerial alternatives, mindsets, marketing skills, healthy organizations, marketing-driven operations, mixing branding constructs, integrative frameworks, human orientation, responsibility, ecosystems, organizational comfort zones, customer-driven organizational cultures, internationalization, and social impact. This book is a call towards a creative marketing concept as the core of post industry competition: where marketing is an alternative to management.
588	0		_aPrint version record
650		0	_aMarketing.
650		0	_aIndustrial organization.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aSales & marketing. _2bicssc
776			_z9781787698369
830		0	_aEmerald points.
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/9781787698338
999			_c29882 _d29882