| Description |
1 online resource (253 pages) |
| Series |
Routledge Library Editions: Marketing ; volume 20 |
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Routledge library editions. Marketing ; volume 20.
|
| Contents |
Cover; Half Title ; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; List of Figures; List of Tables; Preface; Dedication; Part I The Organisational Dimensions of Marketing; 1. Marketing and Organisational Structure; Introduction; Organisation in marketing; Marketing organisation and information; Marketing organisation and power; Summary -- the scope of the book; 2. Theories of Organisation and Decision Making; Introduction; Theories of organisation -- a background; Theories of organisation -- structure, information processing, power and politics |
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ImplicationsPart III Marketing Structures; 5. Structures in the Marketing Organisation; Introduction; Theories of marketing structures; Marketing structures and information processing; Marketing structures, power and politics; Product-market overlay structures; 6. Product Management, the Product-Market Matrix and New Product Organisation; Introduction; Product and brand management systems; The matrix structure and marketing organisation; New product organisation; Summary -- marketing structures; Part IV Organisational Design for Marketing; 7. Designing the Marketing Organisation; Introduction |
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Organisational choices in marketingContingencies in organisational design for marketing; Reorganisation in marketing; Summary: an agenda for marketing management; 8. Organisational Strategy for Marketing; Review; Organisational strategy; Concluding remarks; Bibliography; Index |
| Summary |
Part II Marketing in the Organisation; 3. The Departmentation and Positioning of Marketing; Introduction; The marketing concept and organisational development; The corporate levels of marketing; Uncertainty, information processing and marketing organisation; A contingency view of marketing organisation; The future of the marketing department; Summary; 4. Responsibility, Power and Politics; Introduction; Power and politics; Contingencies for power and politics in marketing decision making; A synthesis: information processing, power and politics and the marketing organisation |
| Subject |
Marketing -- Management.
|
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Marketing -- Management.
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| Form |
Electronic book
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| ISBN |
9781317642701 |
|
1317642708 |
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