Fundamental Changes in Marketing Organization : The Movement Toward a Customer-Focused Organizational Structure


Homburg, Christian ; Workman, John P. ; Jensen, Ove


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URL: https://ub-madoc.bib.uni-mannheim.de/42524
URN: urn:nbn:de:bsz:180-madoc-425241
Document Type: Working paper
Year of publication: 1999
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W021
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-175-1
Edition: [Nachdr. der Ausg.] Mannheim, 1998
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 330 Economics
Abstract: 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.
Additional information: 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.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.




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Homburg, Christian ; Workman, John P. ; Jensen, Ove (1999) Fundamental Changes in Marketing Organization : The Movement Toward a Customer-Focused Organizational Structure. Open Access Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung Mannheim W021 [Working paper]
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