Access the full text.
Sign up today, get DeepDyve free for 14 days.
The generally accepted means of implementingthe marketing concept is the model of themarketing mix or the 4Ps. But despite its almostuniversal application, this model is highly limitedand specific it was developed in the US, fromresearch on consumer packedgoods anddurables. Recent European research in the areasof industrial and services marketing has revealedboth the inadequacy of the old model and the basisfor a new definition of marketing. This is gearedto what the customer wants from marketing,rather than what is convenient for the companyto provide i.e. it is truly market orientated. Atthe core of marketing is the establishment anddevelopment of longterm customer relations.This marketorientated emphasis requires a freshmanagement approach, seeing marketing less asa specialist function and more as a part of overallmanagement responsibilities. The implications ofthis, as regards parttime marketers and thekeeping of promises, are also discussed.
Management Decision – Emerald Publishing
Published: Aug 1, 1990
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.