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| Author: | Diller, H. |
| Title: | Entwicklungstrends und Forschungsfelder der Marketingorganisation (Development trends and research areas of marketing organisation) |
| Journal: | Marketing
1991 : VOL. 13:3, p. 156-163 |
| Index terms: | MARKETING RESEARCH |
| Language: | ger |
| Abstract: | The article presents three new developments from the area of research into marketing organisation: "internal marketing", i.e. penetration of marketing philosophy into all parts of the organisation, the increasing role of "dual organisation" (strategic planning teams, quality circles, task forces etc.) and the management of individual relationships to customers, competitors and other outside partners. |
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