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| Author: | Piercy, N. |
| Title: | Marketing concepts and actions: implementing marketing-led strategic change. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:2, p. 24-42 |
| Index terms: | MARKETING STRATEGY IMPLEMENTATION CORPORATE CULTURE |
| Language: | eng |
| Abstract: | The corporate environment is considered to be the key to managing marketing implementation and change. Corporate culture is discussed as a political phenomenon, that can be operationalized in marketing through power and politics. The influence of the organizational structure, marketing information, decision making units and management style on management agenda is explained. A structured iterative marketing planning process and implementation strategies as diagnostic and development tools for marketing are discussed. A research model of the variables to be tested empirically is identified. |
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