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| Author: | Webster JR, F. E. |
| Title: | The changing role of marketing in the corporation |
| Journal: | Journal of Marketing
1992 : OCT, VOL. 56:4, p. 1-17 |
| Index terms: | |
| Freeterms: | MARKETING, ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT |
| Language: | eng |
| Abstract: | New organization forms, such as strategic partnerships and networks, are replacing traditional market-based transactions and bureaucratic hierarchical organizations. The historical marketing management function must be critically examined for its relevance to marketing theory and practice in the 1990's. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business. |
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