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| Author: | Anttila, M. |
| Title: | The role of marketing and innovation management in the Finnish electrical and electronics industry |
| Journal: | International Journal of Technology Management
2002 : VOL. 23:5, p. 417-430 |
| Index terms: | MARKETING MANAGEMENT MARKETING INNOVATION R&D MANAGEMENT FINLAND ELECTRONICS INDUSTRY |
| Language: | eng |
| Abstract: | Very often in industrial companies the role of marketing is perceived from too narrow a perspective. A more comprehensive view of marketing identifies three distinct roles of marketing: marketing as business philosophy at corporate level, marketing as strategy at business level, and marketing as tactics (marketing mix) at functional level. Thus marketing is a synthesis of particular skills and practices learned and resources created translating the philosophy into specific business strategies in order to achieve competitive advantages and superior performance. The empirical study is based on a survey concerning a sample of manufacturing companies with national and international operations. |
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