首页> 外文期刊>Tourism management >An agile marketing capability maturity framework
【24h】

An agile marketing capability maturity framework

机译:敏捷营销能力成熟度框架

获取原文
获取原文并翻译 | 示例
       

摘要

This work proposes a four-stage maturity framework for the development of an agile marketing capability (AMC) in the context of MICE tourism. Through an inductive study based on 16 semi-structured interviews with CEOs and managers, we provide a snapshot of organizations at varying levels of maturity in the management and development of AMC based on the degree of "sophistication" undertaken in approximately four dimensions (customeroriented responsiveness, high flexibility, human collaboration, quick and continuous improvement). Recommendations to further enrich the debate toward this novel line of inquiry are presented. This study also has important implications for managers, offering a useful tool to assess and improve their marketing efforts to develop AMC and achieve greater abilities to adapt to dynamic and fast-changing environments.
机译:这项工作提出了一个四阶段成熟框架,用于在小鼠旅游背景下开发敏捷营销能力(AMC)。 通过基于16个关于CEO和经理的半结构性访谈的归纳研究,我们根据大约四个维度的“复杂性”的程度,在AMC的管理和发展方面提供了各种组织的快照,从大约四个方面进行了“复杂性”(客户的反应能力 ,高灵活性,人力合作,快速和持续改进)。 提出了进一步丰富辩论对这部小型查询措施的建议。 本研究还对管理人员具有重要影响,提供了一个有用的工具来评估和改进其营销努力,以开发AMC并实现适应动态和快速变化环境的更大能力。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号