haku: @indexterm Future studies / yhteensä: 421
viite: 92 / 421
| Tekijä: | Achrol, R.S. |
| Otsikko: | Evolution of the marketing organization: new forms for turbulent environments. |
| Lehti: | Journal of Marketing
1991 : OCT, VOL. 55:4, p. 77-93 |
| Asiasana: | MARKETING STRATEGY BUSINESS ENVIRONMENT FUTURE STUDIES |
| Kieli: | eng |
| Tiivistelmä: | The rapid changes of industrial structure and global competition herald the post-industrial era, producing an environment of ambiguity and causing profound impacts on both economic and social institutions. The environment is characterized by unprecedented levels of diversity, knowledge richness, and turbulence. However, marketing's strategy concepts remain rooted in the historical evolution of functional approaches to a customer orientation. In the post-industrial era, unusual forms of marketing organization will be needed to cope with complex and dynamic task environments. Two such forms, the marketing exchange company and the marketing coalition company, are discussed. The new forms are transorganizational systems. |
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