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The Changing Role of Marketing in the Corporation

The Changing Role of Marketing in the Corporation New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Changing Role of Marketing in the Corporation

Journal of Marketing , Volume 56 (4): 17 – Oct 1, 1992

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References (67)

Publisher
SAGE
Copyright
© 1992 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299205600402
Publisher site
See Article on Publisher Site

Abstract

New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business.

Journal

Journal of MarketingSAGE

Published: Oct 1, 1992

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