مقاله رایگان دلیل غنی ساختن بازاریابی به واسطه بازاریابی گسترده

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دانش بازاریابی که در اوایل دهه ۱۹۰۰ پدیدار شد، ۷۰ سال اول خود را با تمرکز بر ارزیابی و توصیف چگونگی اداره عملیات تجاری در سازمان های غیرانتفاعی دارای محصولات و خدمات سپری کرد.

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ویژگی‌های محصول
عنوان لاتین: : Why broadened marketing has enriched marketing
نویسندگان: : Philip Kotler
سال انتشار: : 2018
تعداد صفحه: : ۳ صفحه با فرمت pdf
نوع مقاله: : isi
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معرفی کامل مقاله رایگان دلیل غنی ساختن بازاریابی به واسطه بازاریابی گسترده

Abstract

The marketing discipline, which emerged in the early 1900s, spent its first 70 years focused on describing and evaluating how for-profit organizations conduct their commercial operations with products and services. Starting in the 1970s, marketing scholars – Philip Kotler, Sidney Levy, Gerald Zaltman, and Richard Bagozzi – wrote a series of articles showing that marketing activities go on in the non-profit sector as well. They proposed that the marketing discipline would be enriched by working with the “marketing” problems of non-profit and public organizations–not just the marketing problems of commercial organizations. This subsequently came to be known as the “broadening of marketing.” A few years later, some marketers challenged the broadening idea as not belonging in the discipline of marketing. The broadening scholars suggested carrying out a referendum with marketing professors. The subsequent vote proved to be overwhelmingly in favor of the broadening movement. More recently, Adel El-Ansary and co-authors (El-Ansary et al. AMS Review, 2018) raised the question of whether the broadening work is part of a larger paradigm that might lead to a general theory of marketing.

 

I have felt no “identity crisis.” I will go further–I doubt that most academic marketers and professional marketers are living with an “identity crisis.” If they are, we should help them. Or is it just an identity crisis for a small group that saw marketing stretch out from its narrow moorings? I doubt that there is a widespread identity crisis preventing the marketing discipline from advancing. Marketing today is undergoing rapid change with the digital revolution, the Internet, smart phones, social media, content marketing, customer journey maps, native advertising, brand storytelling, brand equity and resonance, brand association maps, marketing automation, predictive analytics, neural marketing, buyer experience design, insight labs, virtual reality, and omni channel marketing. There is no shortage of intriguing new ideas in marketing to keep us busy for a long time.

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