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Dr. Paurav Shukla

The Scope & Challenges of International Marketing

Dr. Paurav Shukla

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How to measure organization s success?

  • Profit

  • Can be played around

  • Past performance not future potential

  • Growth

  • Market led

  • Organizations becoming too optimistic about it

  • Shareholder value

  • Cash orientation

  • Service orientation than Mfg orientation 3

The new perspective

Doyle, Peter (2003), Marketing Management and Strategy, FT-Prentice Hall.

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Marketing

Objectives

  • The changing face of Business

  • The scope of the International Marketing task

  • Self – reference criterion (SRC)

  • The increasing importance of global awareness

  • The effect of protectionism

  • The Keiretsu system

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How to measure organization s success?

  • Customer satisfaction?

  • Employee satisfaction?

  • Societal satisfaction?

Financially led objectives VS. Market led objectives

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Evolving new dominant logic

Stephen, V. & R. Lusch (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing, Vol. 68, No.1, pp. 1-17.

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