haku: @author Varadarajan, P. R. / yhteensä: 17
viite: 11 / 17
| Tekijä: | Zeithaml, V. A. Varadarajan, P. R. Zeithaml, C. P. |
| Otsikko: | The contingency approach : its foundations and relevance to theory building and research in marketing. |
| Lehti: | European Journal of Marketing
1988 : VOL. 22:7, p. 37-64 |
| Asiasana: | CONTINGENCY PLANNING MANAGEMENT THEORY MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The contingency approach and its relevance to theory building and research in marketing is discussed. Theoretical foundations are outlined, literature is reviewed. Current perspectives of the approach are summarized. Selected contingency frameworks are listed and compared. The perspectives presented by the approach in organisational theory and marketing organisation design are examined. Complexity and unpredictability of the environment are used as two basic dimensions. Strategic management and strategic marketing are discussed. Marketing behaviour is analysed. Contingency perspectives are selected from marketing literature. Directions for future research are summarized. |
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