By Per V. Freytag, Kristian Philipsen
Read or Download Challenges in Relationship Marketing PDF
Best marketing books
This publication provides new principles and instruments throughout quite a lot of advertising actions, from product and industry choice and definition, to pricing, merchandising and distribution. All businesses and all managers can and will observe a number of the useful recommendation offered during this primary textual content. you can be shocked at how this publication may help switch how you promote your items.
Dr. Gertrud Schmitz ist wissenschaftliche Angestellte am Lehrstuhl für Unternehmenspolitik und advertising der RWTH Aachen.
- Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials)
- The Religious Dimensions of Advertising (Religion/Culture/Critique)
- Integrated Brand Marketing and Measuring Returns
- The Brave New Service Strategy: Aligning Customer Relationships, Market Strategies, and Business Structures
- Ethical Marketing and The New Consumer
Extra info for Challenges in Relationship Marketing
99ff. 121 Based on Bea and Haas (2005), p. 28; Corsten (1998), p. 17; Rasche (1994), p. 4. 122 See Barnard (1938), Selznick (1957). Elements of resource-based theory can also be found in the work of Coase (1937); Stigler (1961); Chandler (1962); and Williamson (1975). 123 See Selznick (1957), pp. 139ff. 124 See Penrose (1959), p. 24. 125 For a review of the historical development of strategic management theory, including but not limited to the resource-based view, refer to, among others, Hoskisson et al.
69; Weigl (2008), p. 90. 95 See Hill and Jones (2010), p. 43; Porter (1979), p. 6. 96 See Bea and Haas (2005), p. 27. 102 According to Porter, a common strategic flaw is management’s unwillingness to choose between these generic strategies. 104 Yet, despite the popularity of the MBV and its prominence as one of the guiding theories in strategic management, it has its critics. The following summarizes some of the most important criticisms of the MBV. First, Porter calls to work towards imperfect market conditions through differentiation and the erection of entry barriers.
1999), p. 418. 114 See, among others, Barney (1991), Conner (1991), and Wernerfelt (1984). 115 See, among others, Kogut and Zander (1992) and Spender and Grant (1996). 116 See, among others, Cannella and Hambrick (1993), Finkelstein and Hambrick (1996), and Kesner and Sebora (1994). 117 See Henry (2008), p. 126; Sehgal (2011), p. 43. 119 The goal of a resource-based approach is therefore to implement a strategy that is based on the firm’s heterogeneous resources and that is not being implemented by competitors.