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出版社:Wiley出版时间:2012年5月1日如今许多企业创造财富的方式要么出现运作失调的问题,要么就是已经完全过时了。全球科技、文化和媒体的变化已经改变了买和卖的流程,而对于营销管理者而言,要想与时俱进,随机应变,的确是一种挑战。跟不上时代变化的结果只能是损失大量的金钱。然而,多年来经济疲软、金融市场波动、失业率居高不下,企业开始把实现收入增长作为业务发展的优先目标。管理者不能再单纯依靠降低成本提高经营业绩,他们
Publisher: Wiley Published: May 1, 2012 Many companies nowadays create wealth in ways that are either dysfunctional or completely out of date. Changes in global technology, culture, and the media have changed the process of buying and selling, and for marketing managers, it is indeed a challenge to adapt to the times and adapt. The result of keeping up with the changes of the times can only be the loss of large amounts of money. However, over the years, the economy has been weak, financial markets have fluctuated, and the unemployment rate remains high. Enterprises have started to regard revenue growth as a priority for business development. Managers can no longer rely solely on reducing costs to improve business performance. They