TY  - JOUR
AB  - Most of a company′s marketing is not carried out by the
professional full‐time marketer but by the amateur part‐time marketer
(PTM), who is omnipotent both inside and outside a company. The PTM
influences customer relations and revenue without belonging to the
marketing or sales department. Unless the PTM is recognised, marketing
can never be efficient. Although this is in essence a matter of
marketing‐orientation, which of course is not new, it has been found to
be a much more profound and difficult issue to implant in organisations
than is suggested by marketing textbooks. The purpose here is to
identify current approaches to marketing‐orientation and organise them
around one central concept, the PTM. In order to do so theory from three
areas will be used: services marketing, the network/interaction theory
of industrial marketing, and total quality management.
VL  - 25
IS  - 2
SN  - 0309-0566
DO  - 10.1108/03090569110139166
UR  - https://doi.org/10.1108/03090569110139166
AU  - Gummesson Evert
PY  - 1991
Y1  - 1991/01/01
TI  - Marketing‐orientation Revisited: The Crucial Role of the
Part‐time Marketer
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 60
EP  - 75
Y2  - 2024/04/23
ER  -