Physical evidence in marketing

Xem 1-4 trên 4 kết quả Physical evidence in marketing
  • Marketing is the management process responsible for indentifying, anticipating and satisfying customer requirements protitably - CIM definition.

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  • The marketing mix concept is one of the core concepts of marketing theory. However, in recent years, the popular version of this concept McCarthy’s (1964) 4Ps (product, price, promotion and place) has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. While numerous modifications to the 4Ps framework have been proposed (see for example Kotler, 1986; Mindak and Fine, 1981; Nickels and Jolson, 1976; Waterschoot and Bulte. 1992) the most concerted criticism has come from the services marketing area.

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  • However, predictability should not be mistaken for permanence. In the case of policies targeting investment in physical capital, it is important to „sunset‟ many of the policies. With time the financial market will price risk efficiently (assuming policy regimes do not generate shocks continuously) and learning benefits will be exhausted.

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  • On October 22, 1929, a headline in the New York Times read: “Fisher says prices of stocks are low.” Two days later, the stock market crashed. Fisher based his projection on strong earnings reports, fewer industrial disputes, and evidence of high investment in R&D and other intangible capital. But, because the market fell dramatically, many analysts concluded that he had been wrong in his assessment that stocks were undervalued in October 1929.

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