haku: @author Sisodia, R. S. / yhteensä: 5
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| Tekijä: | Sheth, J. N. Sisodia, R. S. |
| Otsikko: | High Performance Marketing |
| Lehti: | Marketing Management
2001 : SEP-OCT, VOL. 10:3, p. 18-23 |
| Asiasana: | MARKETING PERFORMANCE APPRAISAL ANALYTICAL REVIEW COMPANIES LOYALTY |
| Kieli: | eng |
| Tiivistelmä: | The authors of the article state that marketing must become a leader for change across corporation marketing productivity as the authors define it includes both efficiency and effectiveness to generate loyal and satisfied customers at low cost. However, many companies either create loyal customers at an unacceptably high cost or alienate customers-and employees-in their search for marketing efficiencies. The authors believe marketing needs to change in order to reestablish itself as a fundamental driver of busyness success and that the solution lies in "high performance marketing." The paper provides a substantial list of references on this subject. |
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