haku: @indexterm professional ethics / yhteensä: 171
viite: 89 / 171
| Tekijä: | Whittington, R. Whipp, R. |
| Otsikko: | Professional ideology and marketing implementation |
| Lehti: | European Journal of Marketing
1992 : VOL. 26:1, p. 52-63 |
| Asiasana: | MARKETING PROFESSIONAL ETHICS MANAGEMENT IDEOLOGY CASE STUDIES ACCOUNTING FINANCE |
| Kieli: | eng |
| Tiivistelmä: | The focus of the article is on how managerial change initiatives can depend on the mobilization of professional ideologies. Pre-eminence of accounting and finance professionals in Britain is discussed. The role of ideological credibility and control in implementing change is highlighted. Two short case studies demonstrate the various ways in which the mobilization of ideology can help achieving marketing-led change. Directions for the marketing profession's development, especially for strenghtening the credibility and exclusivity of its ideological claims are suggested. |
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