دانلود مقاله انگلیسی رایگان:مزیت منابع اطلاعاتی مشتری ، استراتژی بازاریابی و عملکرد تجاری: نمای مبتنی بر منابع بازار - 2020
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  • Customer information resources advantage, marketing strategy and business performance: A market resources based view Customer information resources advantage, marketing strategy and business performance: A market resources based view
    Customer information resources advantage, marketing strategy and business performance: A market resources based view

    سال انتشار:

    2020


    عنوان انگلیسی مقاله:

    Customer information resources advantage, marketing strategy and business performance: A market resources based view


    ترجمه فارسی عنوان مقاله:

    مزیت منابع اطلاعاتی مشتری ، استراتژی بازاریابی و عملکرد تجاری: نمای مبتنی بر منابع بازار


    منبع:

    Sciencedirect - Elsevier - Industrial Marketing Management,Corrected proof,doi:10.1016/j.indmarman.2020.03.003


    نویسنده:

    Rajan Varadarajan


    چکیده انگلیسی:

    Chief among a firms market-based resources are its relational resources such as brand equity, customer equity and channel equity that result from its interactions with customers and marketing intermediaries, and intellectual resources – accumulated knowledge about entities in the market environment such as consumers, end use and intermediate customers and competitors. In the evolving digital data rich market environment, customer- based resources, a subset of a firms market-based resources, are becoming increasingly important as potential sources of competitive advantage. Customer information assets refer to information of economic value about customers owned by a firm. Information analysis capabilities are complex bundles of skills and knowledge embedded in a firms organizational processes employed to generate customer knowledge from customer information assets. Customer insights or knowledge is a firms extent of understanding of customers that informs its business decisions. Building on the resource-based, capabilities-based and knowledge-based views of the firm, resource advantage theory of competition, and the outside-in and inside-out approaches to strategy, this article presents a market resources-based view of strategy, competitive advantage and performance. The article presents a framework delineating the relationship between a firms customer information based resources, marketing strategy and performance, and discusses implications for theory, research and practice.
    Keywords: Competitive advantage | Market based resources | Customer information based resources | Customer insights | Outside-in and inside-out approaches to | strategy


    سطح: متوسط
    تعداد صفحات فایل pdf انگلیسی: 9
    حجم فایل: 2025 کیلوبایت

    قیمت: رایگان


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