The institute for marketoriented management the work of the imu is supported by a group of partners comprising. Christian homburg, sabine kuester and harley krohmer christian homburg on. Christian homburg, sabine kuester, harley krohmer, marketing management a contemporary perspective, mcgrawhill higher education. Christian homburg, sabine kuester and harley krohmer homburg, christian on. We have seen increasing numbers of industrial marketing researchers using the configuration approach to explain organizational configurations for marketing management. Marketing in the global economy fachhochschule lubeck. Homburg, jensen and krohmer 2008, 3 state and show that the marketing sales interface has not been researched systematically and deeply. Intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from. Journal of international marketing 10 4, 129, 2002. Krohmer, harley and a great selection of related books, art and collectibles available now at. Hohenberg 2019, enhancing innovation commercialization through supervisor. Jan 30, 2003 intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in europe, asia, the americas etc. If the inline pdf is not rendering correctly, you can download the pdf file here.
Homburg, christian, 2008 grundlagen des marketingmanagements. Harley krohmer is director of the institute of marketing and management and chairperson of the marketing department at the university of berne in switzerland. Marketing management economia e discipline aziendali by homburg, christian. However, formatting rules can vary widely between applications and fields of interest or study. Ascii citation atom bibtex dublin core ep3 xml endnote grid abstract html citation json mets mods mpeg21 didl multiline csv openurl contextobject openurl. An overview and analysis of marketing ethics dincer, caner. We use cookies to give you the best possible experience. Christian homburgsabine kuesterharley krohmer marketing management. In response, developing successful multichannel strategies has become a crucial success factor in marketing practice. This article develops a multidimensional model of the marketing and sales interface. Homburg workman and krohmer 1999 assess marketings influence over eleven. Specifically, market orientation plays a key role for the successful implementation of a premium product differentiation ppd strategy. Market orientation is one of the key variables in the implementation of marketing strategies homburg, krohmer, and workman, 2004. 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.
Mcgrawhill higher education,2009, 20 marketing management. Risk and quality management in the international business. Christian homburgsabine kuesterharley krohmer marketing. Sorry, we are unable to provide the full text but you may find it at the following locations. Little is known about the interface between separate marketing units and sales units. Christian homburg, sabine kuester and harley krohmer as want to read. Krohmer 2009 marketing management a contemporary perspective find, read and cite all the. Configuring quality management and marketing implementation. Perspectives on measurement issues in marketing research triangulation of survey data in marketing and management research. 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. By using our website you agree to our use of cookies. Find all the study resources for marketing management by christian homburg.
A contemporary perspective by homburg, christian, kuester, sabine, krohmer, harley isbn. 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. Homburg due to recent developments, many new sales channels emerged, opening up novel ways to approach consumers. Workman, 1999, strategic consensus and performance.
Everyday low prices and free delivery on eligible orders. The institute for marketoriented management w125e homburg, ch. Christian homburg, sabine kuester and harley krohmer. This exciting new book combines scholarly international research. Homburg workman and krohmer 1999 assess marketings. Homburg, christian, sabine kuester, and harley krohmer 2009, marketing management a contemporary perspective, london. Krohmer 2009 marketing management a contemporary perspective. His special subjects are marketoriented management, customer relationship management and sales management. The reserve covers a full selection of industrial sectors including businesstocustomer, businesstobusiness, providers marketing, retailing and worldwide marketing from businesses around the world.
Krohmer 2009 marketing management a contemporary perspective article in journal of business economics 799 september 2009. Krohmer 2009 marketing management a contemporary perspective article in journal of business economics 799 september 2009 with 465 reads how we measure reads. Mcgrawhill education maidenheadberkshire uk 2009 642 seiten, 52,40 isbn. The effective ways to enhance the customer relationship management and the recommendations for improving the customer relationship management will be focus on this section. Marketing management an international perspective case studies marketing management concepts, cases, challenges and trends marketing management. Le marketing direct est une communication directe aux consommateurs en vue d obtenir une reponse etou une transaction. 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. His research interests includes marketing strategy, market orientated management, brand management, marketing and sales organisation, sales management and international marketing. View 16w me case studies from marketing 111 at aachen university of applied sciences. Marketing management by christian homburg, 9780077117245, available at book depository with free delivery worldwide. Perspective20121christian homburg, sabine kuester and harley krohmer.
Aufl 3834916560 hardcover, 0077117247 hardcover publ. Request pdf on feb 10, 2012, ricky wilke and others published marketing. Christian homburg sabine kuesterharley krohmer marketing management. A strategic decisionmaking approach marketing management analysis, planning, implementation and control marketing management and marketing classics a selection of influential articles. Chairman of the institute of marketing and management. The model integrates a broad range of conceptual domains, including information sharing, structural linkages, power, orientations, and knowledge of marketing and sales. Krohmer, harley and a great selection of related books, art.
Article information, pdf download for the thought worlds of marketing and. The impact of marketingsales relationship on business. Homburg, jensen and krohmer 2008 have carried out one of the most recent. Request pdf on sep 1, 2009, sven reinecke and others published c. This exciting new book combines scholarly international research with relevant. Homburg, christian, krohmer, harley, and workman, john p. A second study, by homburg, jensen, and krohmer 2008, found.
Christian homburg born 1962 in gomadingen, badenwurttemberg, west germany is a german marketing researcher, director of the imu institute for marketoriented management and chaired professor for marketing at the university of mannheim. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. Christian homburg, sabine kuester, and harley krohmer. 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. Marketing management uk higher education business marketing ebook. Assess marketing s influence over eleven different activities pricing. A contemporary perspective provides a fresh new perspective on marketing from some of the leading researchers in europe. Case studies homburg kuester krohmer marketing management 20 professor dr. All customers are equal, but some are more equal should firms. Marketings influence within the firm christian homburg. Christian homburg, sabine kuester and harley krohmer by christian homburg.
Zeitschrift fur betriebswirtschaft zfb 79 2009, 9, s. 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. Buy marketing management 2 by homburg, christian, kuester, sabine, krohmer, harley isbn. Chairman of the institute of marketing and management, university of bern. They draw together the eight empirical studies made on this.
A contemporary perspective 2nd edition by christian homburg, sabine kuester, harley krohmer. Gabler, 2006 marketingmanagement lehrbuch 75 pages. Buy marketing management 2 by christian homburg, sabine kuester, harley krohmer isbn. Marketing management a contemporary perspective ricky wilke department of marketing, copenhagen business school, frederiksberg, denmark european journal of marketing. A modern perspective provides a fresh perspective on advertising from a few of the leading experts in europe. The professors role is neither to impart information nor to give feedback but to promote and focus discussion, generally within a. Using data from a crossnational study in three industry sectors, the authors find that consensus increases the performance of the sbu in the case of a differentiation strategy but not in the case of a lowcost. 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. The authors conceptually and empirically explore the role of market orientation in the context of strategy implementation. The role of strategy type and marketrelated dynamism, strategic management journal, 20, 4, 339357. This result is based on the empirical findings from an international study that shows the performance effect of a ppd strategy is to a. We only trust our own opinions or observations when there is no relevant data in the case.
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