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Full-Text Articles in Business
Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson
Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson
Atlantic Marketing Association Proceedings
No abstract provided.
Escape For Boone & Crocket, William K. Foxx, Joseph W. Giese, David W. Van Buskirk
Escape For Boone & Crocket, William K. Foxx, Joseph W. Giese, David W. Van Buskirk
Atlantic Marketing Association Proceedings
No abstract provided.
Parallel Session: Traces Of Company Strategy For Bottom Of Income Pyramid In Pakistan - A Probing Analysis, Mohammad Ekhlaque Ahmed, Marium Mateen Khan, Mohammad Taha Kalam
Parallel Session: Traces Of Company Strategy For Bottom Of Income Pyramid In Pakistan - A Probing Analysis, Mohammad Ekhlaque Ahmed, Marium Mateen Khan, Mohammad Taha Kalam
International Conference on Marketing
This is an exploratory research making an attempt to probe the awareness of the “Bottom of the Pyramid (BoP)” concept among selected renowned companies in Pakistan. The research focused on what contributions have been made by the selected companies so far and how the marketing strategies for BoP are structurally shaping up in the Pakistani context. A qualitative research methodology has been employed. The data was collected through interviews from senior professionals from different industries, engaged actively in marketing assignments. Industries include Fast Moving Consumer Goods, Banking, Beverage and Telecommunication which contribute sizeable business and their market scope covers both …
Market Oriented Organizations And Talent Workers: Composition Of The Workforce And Its Influence On Market Orientation, Dawn Mueller, Pradeep Gopalakrishna
Market Oriented Organizations And Talent Workers: Composition Of The Workforce And Its Influence On Market Orientation, Dawn Mueller, Pradeep Gopalakrishna
Atlantic Marketing Association Proceedings
Many organizations employ marketing initiatives to “assist” in launching new efforts to both internal and external audiences and weave marketing throughout as part of being “market oriented.” The primary motivation behind a market orientation is improvement of market performance, according to the literature (Narver and Slater, 1990; Kohli and Jaworski 1990).
There is literature on workforce composition and different types of workers and this includes concepts of talent workers and knowledge workers (Chowdhury 2003) and HEROes (Bernoff and Schadler 2010) but there is little to nothing on the type of workers employed by highly market-oriented organizations. …