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市场运作的一致性:对文献和理论背景的回顾

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发布于 2018-4-16 15:36:33 | 显示全部楼层 |阅读模式
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外文标题: Marketing-operations alignment: A review of the literature and theoretical background
外文摘要: The purpose of this paper is to consolidate existing knowledge and theories on marketing-operations
alignment and theoretical background for this organizational alignment. The research used a qualitative
literature review approach to identify key contributions to this area and incorporate them into theoretical
background. Marketing-operations alignment, or organizational alignment between the marketing and
operations functions of the firm, takes place at multiple levels (operational, tactical, and strategic). The
literature reveals that the topic of operations alignment is a broad topic, spread across multiple journals
and fields. Furthermore, there is no single dominant theory of alignment that can be applied. There is also
substantial overlap with concepts of operational integration and coordination. The theoretical background
uses configuration theory to model the fit of marketing and operations intelligence and decision-making
at three points of interaction between these two functions.
英关键词: OR in marketing Alignment Configuration theory Marketing strategy Operations strategy
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译文标题: 市场运作的一致性:对文献和理论背景的回顾
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