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Evaluating Marketing Actions and Outcomes, Volume 12 (Advances in Business Marketing and Purchasing)

Evaluating Marketing Actions and Outcomes, Volume 12 (Advances in Business Marketing and Purchasing)

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Book DescriptionHardbound. What's really happening? For an organization this question contains at least four sub issues: What actions are being done now help to increase the organization's performance? What actions are wasted motions - what are we doing that does not contribute and wastes our time? What actions harm the organization's performance - what actions are counterproductive in helping the organization achieve what really needs to be accomplished? What actions are we not doing now but really should be doing to increase the organization's performance? A fifth, related, sub issue is how to go about finding out what's really happening-what research methods should executives use, as well as avoid using, to go about finding this out. Executive thinking differs fundamentally from scientific thinking in fundamental ways. Scientists (e.g., academic researchers) get to choose the problem, whereas in organizations, the problems (and symptoms of problems) are often t