Strategie instrumente umsetzung unternehmensfuhrung. Market orientation is one of the key variables in the implementation of marketing strategies homburg, krohmer, and workman, 2004. A contemporary perspective provides a fresh new perspective on marketing from some of the leading researchers in europe. The research reported in this article was supported by funding from the marketing science institute in the united states, the fritzthyssenstiftung in germany, and the following sources at the university of north carolina.
Marketingmanagement christian homburg, harley krohmer isbn. Chairman of the institute of marketing and management. Marketing departments in todays modern firms homburg et al. Although there is increased interest in marketings changing role within the firm, there is little empirical research that measures the influence of marketing or links marketings role to. Request pdf on feb 10, 2012, ricky wilke and others published marketing. Krohmer 2009 marketing management a contemporary perspective. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant. A contemporary perspective by homburg, christian, kuester, sabine, krohmer, harley isbn.
Gabler, 2006 marketingmanagement lehrbuch 75 pages. Krohmer 2009 marketing management a contemporary perspective article in journal of business economics 799 september 2009 with 482 reads how we measure reads. Homburg, jensen and krohmer 2008, 3 state and show that the marketingsales interface has not been researched systematically and deeply. The professors role is neither to impart information nor to give feedback but to promote and focus discussion, generally within a.
Concepts, findings, and guidelines christian homburg, oliver schilke, martin reimann, martin klarmann 178 comparing reflective and formative measurement models on the same indicators george r. The institute for marketoriented management w011e homburg, ch. In contemporary issues in marketing management crm the first section of the report emphasis will be given on the relationship marketing in a contemporary business context. Request pdf on sep 1, 2009, sven reinecke and others published c. We have seen increasing numbers of industrial marketing researchers using the configuration approach to explain organizational configurations for marketing management. A second study, by homburg, jensen, and krohmer 2008, found. A systemsbased perspective, journal of marketfocused management, 4, 1, 1741.
Christian homburg, sabine kuester, harley krohmer, marketing management a contemporary perspective, mcgrawhill higher education. Homburg, christian, sabine kuester, and harley krohmer 2009, marketing management a contemporary perspective, london. All customers are equal, but some are more equal should firms. Case studies homburg kuester krohmer marketingmanagement 20 professor dr.
Christian homburg harley krohmer marketingmanagement strategie instrumente umsetzung unternehmensfuhrung 3. Unit 41 contemporary issues in marketing management. The impact of marketingsales relationship on business. Christian homburgsabine kuesterharley krohmer marketing. Marketings influence within the firm christian homburg. Sabine kuester the book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. Although there is increased interest in marketing s changing role within the firm, there is little empirical research that measures the influence of marketing or links marketing s role to.
Everyday low prices and free delivery on eligible orders. Marketingmanagement christian homburg, harley krohmer. Developing marketing capabilities for customer value creation. View 16w me case studies from marketing 111 at aachen university of applied sciences. Similarly, marketing strategy research posits that the capacity to offer superior customer value and to achieve a competitive advantage requires a joint effort of marketing and sales departments e. A modern perspective provides a fresh perspective on advertising from a few of the leading experts in europe. Christian homburg, sabine kuester and harley krohmer christian homburg on. Mcgrawhill education maidenheadberkshire uk 2009 642 seiten, 52,40 isbn. Configuring quality management and marketing implementation. Senior managers support for coordination as kahn 1996 has noted, it is important for top management to implement programs which encourage departments to achieve goals. Christian homburg sabine kuesterharley krohmer marketing management.
Cost and profitability accounting toolsactivitybased costing 527 key terms 529 references 529 16 human resource management in marketing and sales 531 16. They draw together the eight empirical studies made on this. Perspectives on measurement issues in marketing research triangulation of survey data in marketing and management research. A contemporary perspective 2nd edition by christian homburg, sabine kuester, harley krohmer. The aforementioned special issue on comanagement of purchasing and marketing addressed this with speci. This paper examines the link between consensus among senior managers and performance at the sbu level and considers factors which may moderate the strength of this relationship. The model integrates a broad range of conceptual domains, including information sharing, structural linkages, power, orientations, and knowledge of marketing and sales. For example, sales and marketing practitioners are increasingly working closely to implement accountbased marketing abm strategies and drive revenue across their businesses. The reserve covers a full selection of industrial sectors including businesstocustomer, businesstobusiness, providers marketing, retailing and worldwide marketing from businesses around the world. Krohmer, h marketings influence within the firm, 1997 for more working papers, please visit our website at. Marketing and sales management controlling 516 summary 527 case study.
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