Marketing Organization : An Integrative Framework of Dimensions and Determinants  

Oleh:

Homburg, Christian ; Gruner, Kjell ; Workman, John P., [Jr.]

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 62 no. 3 (1998), page 21-41.
Topik: FRAMEWORK; marketing organization; integrative framework; dimensions and determinants

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Although there is increasing interest in topics related to the organization of the marketing function, there is relatively little research that relates marketing organization to a business unit's environment. This article, based on interviews in U. S. and German firms, explores how the organization and role of marketing vary across business contexts. After reviewing prior research and describing their methodology, the authors present a conceptual framework that relates aspects of marketing organization to the business environment. The authors then draw on field observations and prior research to describe variations and develop illustrative propositions for three organizational dimensions : (1) the structural location of marketing and sales groups, (2) the cross - functional dispersion of marketing activities, and (3) the relative power of the marketing subunit. The authors conclude with theoretical and managerial implications.

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