This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
?This volume includes the full proceedings from the 1981 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida with the theme The 1980's: A Decade of Marketing Challenges. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, industrial marketing, and international marketing, among others.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.Â The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
What follows is a sampler of work in knowledge acquisition. It comprises three technical papers and six guest editorials. The technical papers give an in-depth look at some of the important issues and current approaches in knowledge acquisition. The editorials were pro- duced by authors who were basically invited to sound off. I've tried to group and order the contributions somewhat coherently. The following annotations emphasize the connections among the separate pieces. Buchanan's editorial starts on the theme of "Can machine learning offer anything to expert systems?" He emphasizes the practical goals of knowledge acquisition and the challenge of aiming for them. Lenat's editorial briefly describes experience in the development of CYC that straddles both fields. He outlines a two-phase development that relies on an engineering approach early on and aims for a crossover to more automated techniques as the size of the knowledge base increases. Bareiss, Porter, and Murray give the first technical paper. It comes from a laboratory of machine learning researchers who have taken an interest in supporting the development of knowledge bases, with an emphasis on how development changes with the growth of the knowledge base. The paper describes two systems. The first, Protos, adjusts the training it expects and the assistance it provides as its knowledge grows. The second, KI, is a system that helps integrate knowledge into an already very large knowledge base.
Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.
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