1. Библиотека
  2. Журнал «Управление каналами дистрибуции»
  3. №3, 2006
  4. статья

Сферическая маркетинговая концепция 
Свенссон Г.
Ретроспективная система отсчета;
Сферическая маркетинговая концепция;
Типология подходов к реализации маркетинговой концепции;
"Синдром светового луча";
Взаимосвязь и соединение явных и неявных уровней маркетинговых каналов;

Темы:
МаркетингОсновы маркетинга
МаркетингСтратегический маркетинг
Ключевые слова: сферическая маркетинговая концепция, верхние и нижние уровни канала распределения, участники маркетингового канала, "синдром светового луча"

Аннотация

Целью данной статьи является переосмысление и расширение традиционного понимания маркетинговой концепции. Предлагается термин "сферическая маркетинговая концепция" (СМК), который обозначает не только четко выраженные верхние и нижние уровни маркетинговых каналов, но и их продолжения в виде обычно не рассматриваемых предшествующих и последующих уровней.

Журнал: «Управление каналами дистрибуции» — №3, 2006 (© Издательский дом Гребенников)
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Свенссон Геран

Школа Бизнеса и Инженерии, университет, Халмстад, Швеция.

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