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首页> 外文期刊>Journal of Business Research >When do firms invest in offensive and/or defensive marketing?
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When do firms invest in offensive and/or defensive marketing?

机译：公司什么时候投资于进攻性和/或防御性营销？

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摘要

Market conditions may lead firms to increase offensive marketing activities aimed at attracting new customers, and/or to enhance defensive relationship building intended to retain current customers. Characteristics of the marketing environment are examined, including firms' interest in technology adoption and perceived need to apply it to provide structure for the supply chain, product development, quality control, and social impact. Such indicators relate to the firm's perception of "competitive intensity" in the marketplace. Survey results from 196 manufacturing companies show that technology adoption propensity and competitive intensity are associated with greater investments in offensive marketing activities as well as customer and employee engagement.
机译：市场条件可能导致公司增加旨在吸引新客户的进攻性营销活动，和/或增强旨在保留现有客户的防御性关系的建立。研究了营销环境的特征，包括公司对技术采用的兴趣以及认为需要应用它来为供应链，产品开发，质量控制和社会影响提供结构。这些指标与企业对市场中“竞争强度”的看法有关。 196家制造公司的调查结果表明，技术采用的倾向和竞争强度与对进攻性营销活动以及客户和员工敬业度的加大投资有关。

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