Organization and Marketing
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Organization and Marketing

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Description

Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.show more

Product details

  • Paperback | 242 pages
  • 156 x 234 x 12.95mm | 449g
  • Taylor & Francis Ltd
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • black & white illustrations
  • 1138994634
  • 9781138994638

Review quote

'The book breaks new ground...in emphasizing tha tmarketing is as much a consequence of organizational structure as it is an influence upon it.' M. J. Baker, Strathclyde University. 'An excellent guide for understanding the complexities of structuring marketing organizations.' Rad Spassitchshow more

About Peter Spillard

Multivolume collection by leading authors in the fieldshow more

Table of contents

Introduction. 1. The Tasks of Marketing 2. Organizational Choices 3. The Contingencies 4. The Logics of Organizations 5. Conflict and Integration in Marketing.show more