haku: @author McKee, L. / yhteensä: 2
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| Tekijä: | Laing, A. McKee, L. |
| Otsikko: | Structuring the marketing function in complex prefessional service organizations |
| Lehti: | European Journal of Marketing
2000 : VOL. 34:5/6, p. 576-597 |
| Asiasana: | SERVICE MARKETING SERVICE HEALTH |
| Kieli: | eng |
| Tiivistelmä: | The organization of the corporate marketing function has attracted increasing attention from marketers in the 1990s. This reflects both the significant conceptual developments in marketing theory and a questioning of the role of the centralized marketing department to organizations operating in post-industrial service economies. Drawing on data from a broader research project into marketing activity in the acute health care sector in the United Kingdom, the paper examines the organizational solutions adopted by self- governing hospitals in managing the marketing function. |
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