Overview
- Introduces a new methodology for helping enterprises better understand and deal with their market and competition
- Explains the hyperfunction of marketology as a driver of business performance management and sustainable superior/competitive success
- Provides an integrated system that supports market-related decisions and actions throughout the enterprise
- Describes ‘standard marketology canvas’ and explores ‘cloud marketology canvas’ as the future of marketology.
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Table of contents(6 chapters)
Keywords
- Innovation
- Governance and strategy
- Stakeholders
- Information Technology
- Enterprise Information System
- Market engineering
- Organizational structure
- Dynamic capability
- Business analytics
- Sustainable competitive advantage
- Business intelligence
- Market orientation
- business
- competition
- environment
- methodology
About this book
Authors and Affiliations
-
University of Tehran, Tehran, Iran
Hashem Aghazadeh
About the author
Bibliographic Information
Book Title: Principles of Marketology, Volume 2
Book Subtitle: Practice
Authors: Hashem Aghazadeh
DOI: https://doi.org/10.1057/978-1-137-54833-7
Publisher: Palgrave Macmillan New York
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-1-137-57980-5Published: 29 April 2017
Softcover ISBN: 978-1-349-72080-4Published: 20 March 2019
eBook ISBN: 978-1-137-54833-7Published: 28 April 2017
Edition Number: 1
Number of Pages: XLIV, 703
Number of Illustrations: 267 b/w illustrations, 3 illustrations in colour
Topics: Marketing