haku: @author Star, S. H. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Star, S. H. |
| Otsikko: | Marketing and its discontents. |
| Lehti: | Harvard Business Review
1989 : NOV-DEC, VOL. 67:6, p. 148-154 |
| Asiasana: | MARKETING CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | The driving forces of modern marketing are discussed. Changes and new developments are highlighted. Functional limitations on the implementability of the marketing concept are examined. Steps of developing a marketing program are listed. The importance of market segmentation is emphasized, problems are illustrated. Positive and negative effects of the marketing concept are evaluated. They are found to be trade-offs. The importance of identifying the social payoffs and problems a marketing program generates, and a honest self-criticism on the part of the marketers is highlighted. Examples are presented to illustrate the social effects of real marketing programs. |
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