haku: @author Gummesson, E. / yhteensä: 12
viite: 8 / 12
| Tekijä: | Gummesson, E. |
| Otsikko: | Marketing-orientation revisited : the crucial role of the part-time marketer. |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:2, p. 60-75 |
| Asiasana: | MARKETING QUALITY SERVICE MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The part-time marketer /PTM/ is contrasted to the full-time marketer, and new theoretical developments affecting the PTM /services marketing, network/interaction theory of industrial marketing, total quality management, and relationship marketing/ are dealt with. Interfunctional dependency and the marketing function are examined, two examples of marketing organisations and the marketing function of a professional service firm are discussed. Four phenomena that can be labelled internal marketing are defined and the significance of the internal customer is stressed. It is concluded that marketing must be taught and presented in a holistic perspective and truly integrated with the other function of the firm. |
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