Book ; Online: Organizational Design for Marketing Futures
(Routledge Library Editions: Management Ser)
2018
Abstract: 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 ... ...
| Series title | Routledge Library Editions: Management Ser |
|---|---|
| Abstract | 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 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 |
| Language | English |
| Size | 1 Online-Ressource (218 pages) |
| Document type | Book ; Online |
| ISBN | 9780815370079 ; 9781351250870 ; 9780815370079 ; 0815370075 ; 1351250876 ; 0815370075 |
| Database | ECONomics Information System |
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