search query: @author Deshpandé, R. / total: 20
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| Author: | Deshpande, R. Webster, F. E. |
| Title: | Organizational culture and marketing : defining the research agenda. |
| Journal: | Journal of Marketing
1989 : MAR, VOL. 53:1, p. 3-15 |
| Index terms: | ORGANIZATIONAL BEHAVIOUR MARKETING MANAGEMENT ORGANIZATIONAL THEORY MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Marketing is discussed from the point of view of organizational culture. The history of the marketing concept is outlined, literature about organizational culture is reviewed. Definitional issues are surveyed. Definitions are presented for culture and climate. The problem of subcultures is examined. A conceptual framework is elaborated for organizational culture paradigms. Concepts of organizational culture are applied to marketing, possible implications are listed. Marketing symbolism is discussed. A structural/psychodramatic perspective is suggested. The development of a stream of research on organizational culture in marketing is encouraged. |
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