Losing touch
Article Abstract:
Implications of the distinctive aspects of intangibles for marketing strategies and investments are examined. Distinctive aspects of intangibles are network environment, product malleability and customer relationships. The distinctive aspects will have influence on offer design, product development, customer management, and communication planning.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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The forward view. Look out the front windshield, not in the rearview mirror
Article Abstract:
The U.S. is currently preoccupied with looking at the past, and not looking towards the future. The author points out the economic problems associated with this preoccupation, and specifically the harm it can do to the U.S. economy. The marketing needs to counter this behavior.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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The leadership equation
Article Abstract:
The qualities essential in marketing leaders are discussed. Marketing leaders should inspire instead of creating fear amongst their team members. The factors indicating hope and fear amongst the team members are also discussed and suggestions are offered to eliminate fear.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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