高级管理层眼中的营销：来自财富500强报告的见解

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-11 DOI:10.1080/10696679.2021.1994421

J. Frösén, David W. Stewart

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引用次数: 1

摘要

摘要在对54家《财富》500强企业年报中致股东的信件进行深入内容分析的基础上，本研究考察了目前向企业外部利益相关者强调的营销信息类型。该研究确定了七种类型的营销资产：客户关系、其他价值网络关系、社会关系、声誉资产、营销信息、产品相关资产和市场地位。该研究还揭示了公司报告的三个不同特征。这些发现为不同公司认为值得向外部利益相关者披露的营销方面提供了实证依据，从而为高级管理层如何看待营销提供了见解。

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Marketing through the eyes of senior management: Insights from Fortune 500 reporting

ABSTRACT Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.