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Naslov:Marketing culture as a tool for development of a sustainable organization
Avtorji:Biloslavo, Roberto (Avtor)
Trnavčevič, Anita (Avtor)
Datoteke:URL http://icbme.yasar.edu.tr/e-proceedings/Full%20Papers/ROBERTO%20B%C4%B0LASLOVA.pdf
 
Jezik:Angleški jezik
Vrsta gradiva:Delo ni kategorizirano
Tipologija:1.08 - Objavljeni znanstveni prispevek na konferenci
Organizacija:FM - Fakulteta za management
Opis:Within the category of organizational assets, the Žcultureʼ of the organization is that element which forms most slowly, but in turn has the most sustainable and, in companies with a strong culture, also the strongest influence on the operation of the organization. Thus it is no surprise that theoreticians and practitioners of management have focussed on the question of what kind of culture an organization needs that would amount to a source of sustainable competitive advantage. As certain current research has shown marketing culture may be the answer to this question. Changing the culture of an organization into marketing culture is a process that may begin and be motivated solely if we know to which extent the marketing culture is already present or developed within the organization. This is even more important if we consider that only organizations which really focused on their customersʼ needs are ready to develop and invest in new green technologies. The paper presents an instrument for the measurement of marketing culture, its implementation in a representative sample of medium-large and large food processing companies in Slovenia and discusses the methodological questions and implications, which rose from the use of the developed instrument.
Ključne besede:marketing, culture, development
Leto izida:2011
Št. strani:24 str.
UDK:339.138:005
COBISS_ID:4210647 Povezava se odpre v novem oknu
Število ogledov:1692
Število prenosov:18
Metapodatki:XML RDF-CHPDL DC-XML DC-RDF
Področja:Gradivo ni uvrščeno v področja.
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Skupna ocena:(0 glasov)
Vaša ocena:Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.
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Sekundarni jezik

Jezik:Neznan jezik
Ključne besede:trženje, kultura, razvoj, organizacije

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