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Christine MoormanThe Role of Marketing
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. A study is presented that takes the view that although a firm's market orientation is undeniably important, the marketing function should play a key role in managing several important connections between the customer and critical firm elements, including connecting the customer to: 1. the product, 2. service delivery, and 3. financial accountability. The study finds that the marketing function contributes to perceptions of firm financial performance, customer relationship performance, and new product performance beyond that explained by a firm's market orientation. Marketing's value, in turn, is found to be a function of the degree to which it develops knowledge and skills in connecting the customer to the product and to financial accountability. For service firms, the value of the marketing function is also related positively to marketing's ability to connect the customer to service delivery. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM63 | PSB lt.dasar - Pascasarjana | 3 |
| Penerbit | Chicago, IL: American Marketing Association 1999 |
|---|---|
| Edisi | Vol. 63, (Special Issue) 1999 |
| Subjek | Strategic management Marketing management Corporate management studies |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 18 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |