As we approach the millennium, there have been a number of articles written about the future of
marketing and changes in marketing’s organization and role within the firm. However, there has not
been research that holistically explores key changes in marketing organization in an empirical setting.
The authors draw on qualitative interviews with fifty managers in the United States and Germany and
identify three changes in marketing and sales organization: an increasing emphasis on key account
management, changes in the role of product management, and increasing dispersion of marketing
activities. They then argue that a more general organizational shift is taking place from productfocused
to customer-focused organizational forms and consider implementation issues in making this
transition. They conclude with implications for academic research, managerial practice, and business
school curriculum.
Zusätzliche Informationen:
Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für
Marktorientierte Unternehmensführung) an der WHU Koblenz übernommen.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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