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What Kind of Marketing Culture Exists in Your Service Firm An Audit

What Kind of Marketing Culture Exists in Your Service Firm An Audit Notes that current thinking places an appropriate culture near thetop of the list of important ingredients for successfully marketingservices. Examines the concept of marketing culture in detail. Providesa method for assessing the marketing culture of a service firm. Outlinesthe details of the audit together with possible applications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

What Kind of Marketing Culture Exists in Your Service Firm An Audit

Webster, Cynthia
Journal of Services Marketing , Volume 6 (2): 14 – Feb 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035863
Publisher site
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Abstract

Notes that current thinking places an appropriate culture near thetop of the list of important ingredients for successfully marketingservices. Examines the concept of marketing culture in detail. Providesa method for assessing the marketing culture of a service firm. Outlinesthe details of the audit together with possible applications.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Feb 1, 1992

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