What Kind of Marketing Culture Exists in Your Service Firm? An Audit

Abstract

Notes that current thinking places an appropriate culture near the top of the list of important ingredients for successfully marketing services. Examines the concept of marketing culture in detail. Provides a method for assessing the marketing culture of a service firm. Outlines the details of the audit together with possible applications.

Citation

Webster, C. (1992), "What Kind of Marketing Culture Exists in Your Service Firm? An Audit", Journal of Services Marketing, Vol. 6 No. 2, pp. 54-67. https://doi.org/10.1108/08876049210035863