| Author: | Lynch, J. |
| Title: | Marketing and business process re-engineering |
| Journal: | Journal of Marketing Practice: Applied Marketing Science
1995 : VOL. 1:1, p. 45-53 |
| Index terms: | UNITED KINGDOM RETAILING RESEARCH |
| Language: | eng |
| Abstract: | The paper focuses on the relevance and significance to marketing of the new management technique of business process re-engineering. Current criticisms of marketing's contribution to contemporary management are reviewed, with specific examination of the suggestion that the marketing profession has not responded adequately to major environmental changes. The very early results of the pilot study are discussed in the article as well. |
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