‐orientated emphasis requires a fresh management approach, seeing marketing less as a specialist function and more as a part of overall …The generally accepted means of implementing the marketing concept is the model of the marketing mix (or the 4Ps). But … on consumer packed‐goods and durables. Recent European research in the areas of industrial and services marketing has …

management decision making. What looked like good ideas on the drawing board often fail in the marketplace for seemingly …

management decision making is quite enormous. Illustrates an application in the marketing control process. The example …

Elaborates on specific realities of the construction environment, and of management and operations of growing … construction enterprises. Presents a case study looking particularly at entrepreneurial attitudes towards the marketing function in …”. Offers some lessons to entrepreneurial managers/owners on how to reap benefits of marketing orientation by replacing the …

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building … blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding … marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing …

The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing … globalization of marketing activities have become a cliché among marketing scholars and marketing practitioners. Also introduced and … the empirical phenomenon of the globalization of marketing activities applied both by marketing scholars and by marketing …

Despite several years of hearty media and academic interest, for most people “knowledge management” still remains an … ill‐defined and woolly concept. The problem may be that knowledge management proponents have usually focused on either the … importance of knowledge management in the workplace if the subject is seen in a much broader context ‐ as causally related to the …

Relationship marketing is the paradigm which is currently seen to offer insight into the internationalising process …‐border/cultural marketing. Relationship creation can then be incorporated into organisational learning so that the organisation learns …‐cultural marketing.  …

the context of advertising and management theory. The conclusion from this project to operationalise the meme concept for … mankind’s mind may be understood, “filled” and manipulated at the discretion of advertisers and management thinkers using a …