search query: @author Moeller, K. / total: 3
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| Author: | Moeller, K. Rajala, A. |
| Title: | Organizing marketing in industrial high-tech firms: the role of internal marketing relationships |
| Journal: | Industrial Marketing Management
1999 : SEP, VOL. 28:5, p. 521-535 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT HIGH TECHNOLOGY |
| Language: | eng |
| Abstract: | The need for more flexible and often temporary types of organizational structures in high-technology companies has resulted in an increasing use of teams and project groups employing special know-how and expertise in carrying out marketing activities. These form partly planned and partly informal intra-corporation networks. The authors counted that the handling of these intra-organizational relationships between the different marketing units in industrial high-tech companies is a key prerequisite for the successful management of their customer relationships. |
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