Organization and Marketing (RLE Marketing)  book cover
1st Edition

Organization and Marketing (RLE Marketing)

ISBN 9781138994638
Published November 24, 2015 by Routledge
242 Pages

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Book Description

Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.

Table of Contents

Introduction. 1. The Tasks of Marketing 2. Organizational Choices 3. The Contingencies 4. The Logics of Organizations 5. Conflict and Integration in Marketing.

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Multivolume collection by leading authors in the field


'The book breaks new emphasizing tha tmarketing is as much a consequence of organizational structure as it is an influence upon it.' M. J. Baker, Strathclyde University.

'An excellent guide for understanding the complexities of structuring marketing organizations.' Rad Spassitch