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.

Autorentext

Multivolume collection by leading authors in the field

Inhalt

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