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Evaluating Marketing Actions and Outcomes

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Woodside, Arch G. 編 作者
Elsevier Science Ltd
譯者
2003-9 出版日期
672 頁數
$ 155.88 價格
HRD
叢書系列
9780762310463 圖書編碼

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Evaluating Marketing Actions and Outcomes 在線電子書 epub 下載 mobi 下載 pdf 下載 txt 下載 2024

Evaluating Marketing Actions and Outcomes 在線電子書 epub 下載 pdf 下載 mobi 下載 txt 下載 2024

Evaluating Marketing Actions and Outcomes 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024



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Evaluating Marketing Actions and Outcomes 在線電子書 pdf 下載 txt下載 epub 下載 mobi 在線電子書下載

Evaluating Marketing Actions and Outcomes 在線電子書 圖書描述

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 is 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 and academic researchers are able to choose the problem, whereas in organizations, the problems (and symptoms of problems) are often thrust upon the executive. Scientists focus on a limited number of problems at a time, whereas executives are confronted with a vast number of potential problems and a myriad of possible presentation problem frames. Scientists have the relative luxury of time to explore the problem at hand, whereas executives, particularly CEOs, do not. The intention is for this volume to be read by executives wanting to learn how to reduce overconfidence, and to become more mindful, in making decisions and in learning how to scientifically evaluate the quality of outcomes that follow from implementing decisions.

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