haku: @author Moriarty, M. / yhteensä: 4
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| Tekijä: | Spillard, P. Moriarty, M. Woodthorpe, J. |
| Otsikko: | The role matrix: a diagnostic test of marketing health |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:7, p. 55-76 |
| Asiasana: | MARKETING UNITED KINGDOM ORGANIZATIONAL STRUCTURE |
| Kieli: | eng |
| Tiivistelmä: | An essential component of the marketing audit of an enterprise is the quality of the organization itself. Without an effective structure for planning, selecting, executing and controlling marketing decision there is a risk that competitive advantage is sacrificed. The paper outlines a new method for analysing the structure of marketing decision making within a business enterprise. |
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