عنوان

Evaluating marketing actions and outcomes /

0762310464

9780762310463

b709729

Evaluating marketing actions and outcomes /

[Book]

edited by Arch G. Woodside.

Oxford :

Elsevier,

2003.

viii, 663 pages ;

24 cm.

Advances in business marketing & purchasing ;

v. 12

Includes bibliographical references.

Introduction: Overcoming Overconfidence and Other Processes in Shallow Thinking / Arch G. Woodside -- Where is the Action? The Reconstruction of Action in Business Narratives / Hans Kjellberg and Per Andersson -- Narratives and Case Process Research / Per Andersson -- Integrating Marketing Models with Quality Function Deployment / Stan Aungst, Russell R. Barton and David T. Wilson -- Stakeholder Value Creation and Firm Success / Oliver Koll -- Building Effective Buyer-Seller Dyadic Relationships / Michael W. Preis, Salvatore F. Divita and Amy K. Smith -- Trust and Business-to-Business E-Commerce Communications and Performance / Pauline Ratnasingam -- Examining Interventionalization of the Professional Services Firm / Maria Anne Skaates -- Research on Business-to-Business Customer Value and Satisfaction / Robert B. Woodruff and Daniel J. Flint -- Meta-Evaluation: Assessing Alternative Methods of Performance Evaluation and Audits of Planned and Implemented Marketing Strategies / Arch G. Woodside and Marcia Y. Sakai.

0

Customer relations-- Management.

Marketing-- Management.

Organizational effectiveness.

Total quality management.

Customer relations-- Management.

Marketing-- Management.

Organizational effectiveness.

Total quality management.

Woodside, Arch G.

20201208003220.0

[Book]

Y