| Description |
1 online resource |
| Series |
Routledge library editions: Management ; volume 31 |
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Routledge library editions. Management ; volume 31
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| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- CONTENTS -- INTRODUCTION AND PURPOSE -- PART A: MARKETING'S FUTURE TASKS-SOME SCENARIOS -- A.1 The Corporate Planning Backlash -- A.2 Problem Orientations -- A.3 Social and Political Momentum -- A.4 The Customer Backlash -- A.5 Fashions and Fads -- PART B: HISTORICAL DEVELOPMENT OF MARKETING ORGANIZATIONS -- B.1 Theory and Practice in Organization Structures -- B.2 The Evolution of Marketing Structures -- B.3 Structural Alternatives -- (a) Function Oriented -- (b) Product Oriented -- (c) Regionally Oriented -- (d) Customer-Type Orientation -- (e) Divisionalized Marketing Structures -- B.4 The Organization of Marketing Subsystems -- (a) Sales Force Organization -- (b) Marketing Research Departments -- (c) Product Manager or Market Manager? -- B.5 Some Emergent Principles -- (a) Analysis of Company Needs -- (b) Analysis of Human Needs -- (c) Structure from the Top -- (d) Proper Balance of Talent -- (e) Staffing with the Right People -- (f) Design of Adequate Controls -- (g) Built-in Co-ordination -- (h) Evolution not Revolution -- B.6 References cited in Part B -- PART C: BRITISH ORGANIZATIONAL STATUS QUO -- C.1 Introduction -- C.2 The Chief Marketing Executive and his Responsibilities -- C.3 The Marketing Department -- C.4 External Agencies -- C.5 Advertising and Promotion -- C.6 Pricing -- C.7 Distribution Channels -- C.8 Sales Forecasting -- C.9 Written Down Marketing Plans -- C.10 Organizing for Marketing Research -- (a) The Development of Marketing Research in the United Kingdom -- (b) The Current Status of Marketing Research -- (c) Designation of Marketing Research Executives -- (d) Responsibility for Marketing Research Executives -- (e) Expenditure on Marketing Research -- (f) Profile of Marketing Research Activities -- C.11 Marketing Attitudes and Definitions |
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PART D: ORGANIZATIONAL TRANSFER -- ORGANIZATIONAL DEVELOPMENT -- D.1 The Routinization of Operational Marketing Activities -- D.2 The Fusion of Marketing Development and Technical Research and Development -- D.3 The Customer Service Function -- D.4 Marketing Intelligence Systems -- D.5 Total Distribution Approaches -- D.6 The International Dimension -- D.7 Ethics and Aesthetics -- D.8 Educational Development and Training -- D.9 The Present/Future Dichotomy in Organizational Design -- APPENDIX 1 RESEARCH METHODOLOGY EMPLOYED IN SURVEY OF COMPANIES -- APPENDIX 2 SURVEY QUESTIONNAIRES ON THE MARKETING ORGANIZATIONAL STATUS QUO -- APPENDIX 3 SELECTION OF DEFINITIONS OF MARKETING BY CHIEF MARKETING EXECUTIVES -- INDEX |
| Summary |
This study, originally published in 1972, presents a critical, in-depth survey of the organization of marketing activity in the United Kingdom. This report of practice in over 500 major British firms provides some enlightening information and allows certain objective bench-marks to be established for practical guidance. By analysing and presenting clearly the dynamics of organization structure, the authors seek to develop an understanding of marketing's task within the business and its interaction with other aspects of the organization. The result in a catalyst to the realistic and profitable understanding of marketing development |
| Notes |
Originally published in 1972 by George Allen & Unwin Ltd |
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Print version of record |
| Subject |
Marketing -- Great Britain
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Marketing.
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Great Britain.
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| Form |
Electronic book
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| Author |
Wills, Gordon.
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| ISBN |
135125085X |
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1351250868 |
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1351250884 |
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9781351250856 |
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9781351250863 |
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9781351250887 |
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