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| Author: | Harris, L.C. Ogbonna, E. |
| Title: | The organization of marketing: A study of decentralized, devolved and dispersed marketing activity |
| Journal: | Journal of Management Studies
2003 : MAR, VOL. 40:2, p. 483-512 |
| Index terms: | Marketing Organizations Case studies |
| Language: | eng |
| Abstract: | Despite a priority research grading by the Marketing Science Institute, the issue of marketing organization is bewilderingly underexplored. This study aims to develop data-grounded insights into the organization and dispersion of marketing activities. A case study finds an unusual form of marketing organization. This form of marketing organization is characterized by the decentralization, devolution and dispersion of community-oriented marketing management activities driven by empowered operational-level part-time-marketers who either adopt a traditional mix-management approach or more rarely a relational approach. These findings lead to a range of interesting implications for theorists and practitioners. |
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