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Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer

Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer Most of a company′s marketing is not carried out by the professional full‐time marketer but by the amateur part‐time marketer (PTM), who is omnipotent both inside and outside a company. The PTM influences customer relations and revenue without belonging to the marketing or sales department. Unless the PTM is recognised, marketing can never be efficient. Although this is in essence a matter of marketing‐orientation, which of course is not new, it has been found to be a much more profound and difficult issue to implant in organisations than is suggested by marketing textbooks. The purpose here is to identify current approaches to marketing‐orientation and organise them around one central concept, the PTM. In order to do so theory from three areas will be used: services marketing, the network/interaction theory of industrial marketing, and total quality management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer

Evert Gummesson
European Journal of Marketing , Volume 25 (2): 16 – Feb 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569110139166
Publisher site
See Article on Publisher Site

Abstract

Most of a company′s marketing is not carried out by the professional full‐time marketer but by the amateur part‐time marketer (PTM), who is omnipotent both inside and outside a company. The PTM influences customer relations and revenue without belonging to the marketing or sales department. Unless the PTM is recognised, marketing can never be efficient. Although this is in essence a matter of marketing‐orientation, which of course is not new, it has been found to be a much more profound and difficult issue to implant in organisations than is suggested by marketing textbooks. The purpose here is to identify current approaches to marketing‐orientation and organise them around one central concept, the PTM. In order to do so theory from three areas will be used: services marketing, the network/interaction theory of industrial marketing, and total quality management.

Journal

European Journal of Marketing – Emerald Publishing

Published: Feb 1, 1991

Keywords: Marketing theory; TQM; Professions; Services marketing

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