haku: @indexterm Organizational control / yhteensä: 129
viite: 9 / 129
| Tekijä: | Desmond, J. |
| Otsikko: | An evaluation of organisational control strategies for relationship marketing |
| Lehti: | Journal of Marketing Management
2004 : FEB, VOL. 20:1-2, p. 209-236 |
| Asiasana: | Marketing Relationship marketing Organizational control Control Strategy Evaluation |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses the issue of organizational control (herafter as: o-c., for control as: c.) with respect to marketing. In particular, it explores the implications of calls by relationship marketers to discard bureaucracy (here as: b.) and embrace alternative forms of c. An assessment of the evidence of the implementation of alternatives to b. indicates that while each form has merit, they also suffer from drawbacks. Paradoxically, alternatives often serve to complement b.c. and may even come to replicate it. Marketers' aspirations towards decentralised, flat structures are called into question in the light of evidence that suggests that centralization and hierarchy are features even of virtual organizations. Finally, it is suggested that re-assessed, b. can in fact be a useful and effective form for the organization and control of marketing. |
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