haku: @indexterm marketing concept / yhteensä: 142
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| Tekijä: | |
| Otsikko: | Hermann Simon on marketing: An interview by Reinhard Hunerberg, with commentaries |
| Lehti: | European Management Journal
2001 : OCT, VOL. 19:5, p. 472-480 |
| Asiasana: | MARKETING MARKETING CONCEPT INTERNET |
| Kieli: | eng |
| Tiivistelmä: | Hermann Simon has made a major impact on analytical thinking in marketing. Several of his concepts, like Power Pricing, have entered marketing language. In this interview, which took place in Bonn in the Spring of 2001, Professor Simon's responses cover a wide field, from marketing concepts and marketing models, to marketing as a profession and marketing through the Internet. A central theme running throughout the interview is the apparent difficulty of implementary marketing, of which there are many competing strategic versions. Professor Simon offers insight and observations which help to bridge the gap between theory and practice, and comments on the potential impact of new forces on marketing like globalization and the Internet. |
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