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| Author: | Merlo, O. |
| Title: | The influence of marketing from a power perspective |
| Journal: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1152-1171 |
| Index terms: | marketing power psychology |
| Language: | eng |
| Abstract: | Purpose of this paper is to explore marketing's influence from a power perspective. The paper proposes and tests a model in which the marketing function's four types of power act as antecedents to marketing's influence within the firm. The power types are: bureaucratic power, critical contingencies power, network power and psychological power. The study is based on data from a sample of senior managers in manufacturing firms. The results support for a link between all types of power and marketing's influence, with the exception of psychological power. |
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