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Od marketingu strategicznego do strategii marketingowej

Od marketingu strategicznego do strategii marketingowej

Saliou Diop

89,64 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208915070
89,64 €
IVA incluido
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Sobre IBD

Na niespójność definicji i brak jednomyślnej wizji strategii marketingowej z jednej strony i marketingu strategicznego z drugiej strony zwracało uwagę wielu specjalistów. W empirycznym badaniu percepcji menedżerów Greeley (1993) zauważa, że ​​oprócz stanu dezorientacji wśród autorów, interpretacja tych dwóch strategii wydaje się problematyczna także dla praktyków marketingu. W atmosferze cyfrowej partnerstwo pomiędzy YUP i SGS mogło jedynie potwierdzić zainteresowanie obu firm technologią cyfrową. Rzeczywiście, od momentu powstania YUP kontynuuje walkę o lepszą integrację finansową w Afryce Subsaharyjskiej i pamiętamy, że Société Générale było jednym z prekursorów bankowości mobilnej na rynku, oferując usługę o nazwie Yobantel. Obie firmy promują włączenie finansowe wśród populacji słabo ubankowionej, stosując podejście skupione zarówno na aspektach transakcyjnych, jak i relacyjnych.

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