haku: @author Morris, M. / yhteensä: 18
viite: 10 / 18
| Tekijä: | Morris, M. |
| Otsikko: | Marketing as strategy. Beyond territorial boundaries |
| Lehti: | Futures
1994 : MAY, VOL. 26:4, p. 391-402 |
| Asiasana: | FUTURE STRATEGY MBO |
| Kieli: | eng |
| Tiivistelmä: | Astute observers of both the marketing and strategy literature, and indeed the organizational practice of strategy and marketing, would have noticed considerable overlap in these constructs. In this article these questions are investigated. The role of marketing in the firm is re-examined within the context of changing organization - customer relationships. Indeed, in the future marketing departments as they are today, will largely disappear, and marketing and strategy will become one. |
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