Marketing Management Concept

• Autorzy: Andrzej Pomykalski
• Języki publikacji: EN

Abstrakty

EN

I describe key changes leading to a contemporary marketing management concept of the first decade of this century. Concepts such as return to shareholders, product platforms and smart connected products changed the rules and perspectives on many markets. This paper is intended to promote and generate discussion around changes occurring in modern marketing management. (original abstract)

Słowa kluczowe

EN

Marketing management; Product marketing; Management process

PL

Zarządzanie marketingowe; Marketing produktu; Proces zarządzania

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2015
• Numer: t. 16, z. 12, cz. 3 Marketing w teorii i praktyce
• Strony: 19--26

Twórcy

autor

Andrzej Pomykalski

• Społeczna Akademia Nauk

Bibliografia

• Akroush M. N. (2012), An empirical model of marketing strategy and shareholder value: A valuebased marketing perspective, "Competitiveness Review: An International Business Journal", 22(1), 48-89.
• Anderson E. W., Fornell C., Mazvancheryl S. K. (2004), Customer satisfaction and shareholder value, "Journal of marketing", 68(4), 172-185.
• American Marketing Association (2013), Retrieved from https://www.ama.org,
• BMW Group AG (2014), Annual Report 2014, Retrieved from http://bmwgroup.com
• Business Week (1998, May 25), Steve Jobs: "re is Sanity Returning". Retrieved from http://businessweek.com
• Christensen C. M., Raynor M., McDonald R. (2015), What is disruptive innovation?, "Harvard Business Review", 93(12), 44-53.
• Doyle P. (2009), Value-based marketing: Marketing strategies for corporate growth and shareholder value, John Wiley & Sons.
• eMarketer (2015, December 16), Asia-Pacific is home to majority of world retail ecommerce market, Retrieved from http://emarketer.com
• Gruca T. S., Rego, L. L. (2005), Customer satisfaction, cash flow, and shareholder value, "Journal of Marketing", 69(3), 1-130.
• Hamilton R., Chernev A. (2013), Low Prices Are Just Beginning: Price Image in Retail Management, "Journal Of Marketing", 77(6), 1-20.
• Hoffman D.L., Fodor M. (2010), "Can You Measure ROI of Your Social Media Marketing?" MIT Sloan Management Review, 52 (1), 41-49.
• Kotler Ph. (1989), Marketing-Management, C.E. Poeschel Verlag, Stuttgart, p. 91.
• Kumar A., Bezawada R., Rishika R., Janakiraman R., Kannan P.K. (2016), From Social to Sale: Effects of Firm-Generated Content in Social Media on Customer Behavior, "Journal of Marketing", 80(1), 7-25.
• Larkin I. (2008), Bargains-n-ripoffs: innovation, pricing and lock-in in enterprise software, "Academy of Management Annual Meeting Proceedings", 1-6. doi:10.5465/AMBPP.2008.33624246
• Lambin J.J. (1997), Strategic marketing management, Maidenhead: McGraw-Hill.
• Maklan S., Knox S., Peppard J. (2011), Why CRM Fails - and How to Fix It, "MIT Sloan Management Review", 52(4), 77-85.
• Malthouse E. C., Haenlein M., Skiera B., Wege E., Zhang M. (2013), Managing Customer Relationships in Social Media Era: Introducing Social CRM House, "Journal of Interactive Marketing", 27 (10), 270-80.
• Martin R.L., Kemper A. (2015), Overvaluation trap, "Harvard Business Review", 93(12), 102-109.
• Pomykalski P. (2013), Assessing Impact of Current Financial and Economic Downturn on Textile and Apparel Industry in Poland, "Fibres & Textiles in Eastern Europe", 21(5), 13-18.
• Porter M. E., Heppelmann J. E. (2014), How Smart, Connected Products Are Transforming Competition, "Harvard Business Review", 92(11), 64-88.
• Porter M. E., Heppelmann J. E. (2015), How smart, connected products are transforming companies, "Harvard Business Review", 93(10), 96-114.