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| Author: | Piercy, N. Cravens, D. |
| Title: | The network paradigm and the marketing organization: developing a new management agenda |
| Journal: | European Journal of Marketing
1995 : VOL. 29:3, p. 7-34 |
| Index terms: | MARKETING MANAGEMENT ORGANIZATIONAL DEVELOPMENT |
| Language: | eng |
| Abstract: | The paper constructs a new management agenda to evaluate the effectiveness and appropriateness of the marketing organization for the future, reflecting certain key changes in the current marketing environment. The paper argues that these critical factors impacting on the marketing organization include accelerating both external environmental changes and internal organization developments. |
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