| ชื่อเรื่อง | : | A grounded model of marketing strategy evolution |
| นักวิจัย | : | Beverland, Michael. , Bretherton, Phil. , Lindgreen, Adam. |
| คำค้น | : | TBA. , TBA. , TBA. , Marketing strategies -- New Zealand -- Marketing -- Strategies -- Organizational theory , Conference Paper. Full Paper (Refereed) |
| หน่วยงาน | : | Central Queensland University, Australia |
| ผู้ร่วมงาน | : | - |
| ปีพิมพ์ | : | 2545 |
| อ้างอิง | : | http://hdl.cqu.edu.au/10018/17667 |
| ที่มา | : | Beverland, M, Bretherton, P & Lindgreen, A 2002, 'A grounded model of marketing strategy evolution', paper presented at Academy of Marketing., University of Nottingham. |
| ความเชี่ยวชาญ | : | - |
| ความสัมพันธ์ | : | Academy of Marketing Conference, Nottingham, UK, 3rd-5th July 2002. UK : Academy of Marketing, 2002. p. 1-30 30 pages Refereed 0853581142 , ACQUIRE [electronic resource] : Central Queensland University Institutional Repository. |
| ขอบเขตของเนื้อหา | : | - |
| บทคัดย่อ/คำอธิบาย | : | Drawing upon longitudinal case evidence from the New Zealand wine industry, this paper develops a grounded model of marketing strategy evolution, based upon longitudinal case studies. The findings identified four marketing gestalts (a relationship between the firm, the environment and strategy). Evolution of marketing strategies would be driven by changes in each part of this gestalt, with firm level changes often driving incremental changes in strategy, with environmental changes or deliberate strategic moves resulting in radical marketing changes. By utilising theories from organizational theory (such as population ecology) we identified four ‘right for their time’ strategies. Potential evolutionary paths are discussed. |
| บรรณานุกรม | : |
Beverland, Michael. , Bretherton, Phil. , Lindgreen, Adam. . (2545). A grounded model of marketing strategy evolution.
กรุงเทพมหานคร : Central Queensland University, Australia. Beverland, Michael. , Bretherton, Phil. , Lindgreen, Adam. . 2545. "A grounded model of marketing strategy evolution".
กรุงเทพมหานคร : Central Queensland University, Australia. Beverland, Michael. , Bretherton, Phil. , Lindgreen, Adam. . "A grounded model of marketing strategy evolution."
กรุงเทพมหานคร : Central Queensland University, Australia, 2545. Print. Beverland, Michael. , Bretherton, Phil. , Lindgreen, Adam. . A grounded model of marketing strategy evolution. กรุงเทพมหานคร : Central Queensland University, Australia; 2545.
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