TAILIEUCHUNG - Marketing in the network economy

Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. .Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. .Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. .Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. .Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. | Ravi S. Achrol Philip Kotler Marketing in the Network Economy As the twenty-first century dawns marketing is poised for revolutionary changes in its organizational context as well as in its relationship with customers. Driven by a dynamic and knowledge-rich environment the hierarchical organizations of the twentieth century are disaggregating into a variety of network forms including internal networks vertical networks intermarket networks and opportunity networks. The role of marketing in each network is changing in profound ways. Marketing increasingly will be responsible for creating and managing new marketing knowledge education real-time market information systems intrafirm integration conflict resolution technology forecasting risk and investment analysis transfer pricing of tangibles and intangibles and the coordination of the network s economic and social activities. It will explore new frontiers in multilateral marketing reshape markets through technology convergence and electronic commerce organize consumer communities and aggregate consumer information and demand into saleable business assets. The most radical implication for marketing is the shift from being an agent of the seller to being an agent of the buyer from being a marketer of goods and services to being a customer consultant and manager of his or her saleable consumption assets. In the relatively short period of a half century marketing has made several transitions from seller of a firm s outputs to key player in shaping a firm s products technologies marketing policies and strategic direction. As the next century unfolds marketing again is poised to undergo significant changes in its content emphases and boundaries. Peter Drucker has described the economy of the future as a network society. Business networks are not entirely new but there has been a rapid evolution in their number form and complexity. Marketing outcomes increasingly are decided by competition between networks of firms rather

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