مقاله انگلیسی رایگان در مورد یک ویژگی سیستماتیک بازاریابی سازمانی – الزویر 2018

 

مشخصات مقاله
ترجمه عنوان مقاله یک ویژگی سیستماتیک بازاریابی سازمانی
عنوان انگلیسی مقاله A systemic characterization of organizational marketing
انتشار مقاله سال 2018
تعداد صفحات مقاله انگلیسی 10 صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research article)
مقاله بیس این مقاله بیس نمیباشد
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت استراتژیک
نوع ارائه مقاله
کنفرانس
مجله / کنفرانس پروسیدیا – علوم اجتماعی و رفتاری – Procedia – Social and Behavioral Sciences
دانشگاه University Politehnica Timisoara – Romania
کلمات کلیدی رویکرد سیستمیک؛ تحلیل سیستمیک؛ 11 عملکرد سازمان؛ پایداری؛ بازاریابی جامع 9P
کلمات کلیدی انگلیسی marketing; systemic approach; systemic analysis; 11 functions of organization; sustainability; holistic marketing mix 9P
شناسه دیجیتال – doi
https://doi.org/10.1016/j.sbspro.2018.04.019
کد محصول E9950
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فهرست مطالب مقاله:
Abstract
1 Introduction
2 Environments, resources/ products and organization functions
3 Systemic characterization of marketing as complex function of organizations
4 Conclusions
References

بخشی از متن مقاله:
Abstract

The great diversity of marketing definitions and characterizations is not favorable to the theory and practice of the 21st century management, being, generally, the consequence of a non-systemic approach and analysis of organization/ company functions. The present work aims to contribute to the increase of management and marketing rigor in order to achieve lasting/ sustainable progress in all areas. The methodology of systemic approach and analysis is applied at the level of organization/ company functions, while deepening the “marketing” mixed complex function. Starting from an original model “7 Environments – 7 Resources/ Products”, a systemic model with 11 functions of the organization/ company is being developed, the holistic (systemic) marketing and the related 9P marketing mix are being defined and characterized in a systemic manner, the stages of the lasting/ sustainable competitiveness cycle of holistic marketing is being described. The in-depth study of the content of selfcontained cycles for the lasting/ sustainable competitiveness of organizations/ enterprises is the topics of future research. Applying the results in practice facilitates the organization’s orientation towards lasting/ sustainable progress.

Introduction

Composed of jobs/ workplaces, organizations/ companies are complex and very complex systems that aim at achieving temporary/ lasting/ sustainable competitiveness in their external environments. Their scientific knowledge (aim and mission, resources, functions, programs, structures, processes, products, performances etc.) has gradually progressed after 1900 (Drucker, 1973, 2008; DuBrin, 2010; Certo & Certo, 2012; Griffin, 2016; Pater & Cristea, 2017), and after 1950, the systemic approach of organizations/ companies and their components has been evident, through concision and precision. Within this framework, in the literature after 1900, two categories of approaches and definitions of marketing concept have developed: (1) many functional definitions, correlated with the views of the authors during the period of their definition (Clark, 1922; Hotchkiss, 1938; Maynard & Beckman, 1939; Bartels, 1962, 1976; Baker, 2003; Blythe, 2005; Kotler & Keller, 2006; Kotler & Caslione, 2009; Dann, 2010; Cohen, 2011; Gamble, 2011; Keelson, 2012; AMA, 2017) and periodically improved (Murphy et al, 2005; Izvercian, 2006; Keller & Kotler, 2006; Grundey & Zaharia, 2008; Kotler, Kartajaya & Setiavan, 2009; Kotler, Kartajaya & Setiavan, 2010; Mitchell, Wooliscroft & Higham, 2010; Gordon, Carrigan & Hastings, 2011; Arseculeratne & Yazdanifard, 2014; Rakic & Rakic, 2015; Sheth & Sisodia, 2015; Garg & Sharma, 2017), (2) some definitions oriented towards the systemic approach (Lazer & Kelley, 1962; Ottman, 1993; Bannon, 2002; Grant, 2007; Polese, 2011), with different points of view, but without being based on a system of concepts about systems (Wilson, 1990; Popa, 2003; Pater & Cristea, 2017).

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