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| Author: | Parkinson, S. |
| Title: | Marketing: managing external boundaries (Markenmanagement; Lieferanten; Kunden; Rentabilitätsmessung; Erfolgskontrolle) |
| Journal: | Manager Update
1994 : AUTUMN, VOL. 6:1, p. 10-20 |
| Index terms: | |
| Freeterms: | MARKETING, ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT |
| Language: | eng |
| Abstract: | Marketing is the business process that matches the organisation's internal competencies to changes in its external environment. The external environment has become increasingly turbulent, forcing organisations to pay oncreasing attention to managing external boundaries. This article looks at areas where such boundary spanning activities have become increasingly important: brand management, external relationships with suppliers and competitors, and performance measures. |
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