haku: @author Gruner, K. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Homburg, C. Gruner, K. Hocke, G. |
| Otsikko: | Entwicklungslinien der Marketingorganisation. Eine empirische Untersuchung im produzierenden Gewerbe |
| Lehti: | Zeitschrift für Betriebswirtschaft
1997 : ERGÄNZUNGSHEFT 1/97, p. 91-116 |
| Asiasana: | MARKETING ORGANIZATIONAL DECISION MAKING DECENTRALISATION EMPIRICAL RESEARCH |
| Kieli: | ger |
| Tiivistelmä: | The marketing organization is a topic, that receives a lot of attention currently. This article uses an empirical research design to investigate the status quo and the evolution of key aspects of the marketing organization: The structuring of the marketing organization, the decentralization of decision making, and some aspects of process orientation in marketing. Key findings are the trends towards object-oriented forms of the marketing organization, towards a controlled decentralization of decision making, and towards a strong process orientation. |
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