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    题名: 行銷資訊與通路領袖關係之研究
    作者: 謝效昭
    Hsieh, Hsiao-Chao
    贡献者: 黃思明
    洪順慶
    Huang, Szu-Ming
    Hung, Shun-Ching
    謝效昭
    Hsieh, Hsiao-Chao
    关键词: 行銷資訊
    通路領袖
    行銷通路
    Marketing information
    Channel leader
    Marketing channel
    日期: 1996
    上传时间: 2016-05-10 18:50:19 (UTC+8)
    摘要: 行銷通路的研究，在企業涉及外在資源運用時，變得極為重要，而通路領導的研究又佔有重要的地位。然而，過去相關通路領導文獻中，分系行銷通路系統內行銷資訊者不多，並且對不同的通路角色掌握關鍵行銷資訊產生的影響等問題，尚未有學者深入研究。因此，本研究只在更精確的界定通路領導關鍵行銷資訊的意義，並劃分通路領袖與關鍵行銷資訊的類型，以進一步探討關鍵行銷資訊與通路領袖的相關性、分析通路成員應掌握哪些關係行銷資訊以成為通路領袖、採取什麼通路策略的通路成員比較容易掌握關鍵行銷資訊、以及通路角色對於關鍵行銷資訊和通路領袖關係的影響。
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    描述: 博士
    國立政治大學
    企業管理學系
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002002626
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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