دانلود مقاله ISI انگلیسی شماره 41446
عنوان فارسی مقاله

اثر خارجی مسئولیت پذیری بازاریابی در روابط کسب و کار: بررسی نقش ارزش درک شده مشتری

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
41446 2015 15 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The external effect of marketing accountability in business relationships: Exploring the role of customer perceived value
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 46, April 2015, Pages 83–97

کلمات کلیدی
بازاریابی پاسخگویی - ارزش درک شده مشتری - روابط کسب و کار
پیش نمایش مقاله
پیش نمایش مقاله اثر خارجی مسئولیت پذیری بازاریابی در روابط کسب و کار: بررسی نقش ارزش درک شده مشتری

چکیده انگلیسی

This paper explores where and how marketing accountability of a supplier meets customer perceived value in a business relationship setting. If the supplier's firm implements marketing accountability processes, marketing activities are improved, as well as the communication of the value proposition to customers. The supplier's value proposition is in turn reflected through the creation of superior customer perceived value, which triggers attitudinal and behavioral value outcomes. Hence, the marketing accountability of the supplier, through its external manifestation with customers, ultimately influences the supplier's financial results. The aim of the paper is to discuss the external effect of marketing accountability in a business relationship context, which is often suppressed by the prevailing focus on the internal manifestations of marketing accountability, or the inside-out approach. As marketing accountability is an evolving field, bibliometric co-citation analysis is carried out to gain a better understanding of the marketing accountability's domain and scope. On the grounds of the relationship marketing theory and resource-based view, qualitative research was carried out and insights from interviews with marketing managers from different industries were analyzed. The paper concludes by suggesting the operationalization of the marketing accountability construct and pointing out the need for a multilevel and dyadic design of further empirical studies for testing the proposed external effect of marketing accountability.

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