The chapter then reviews the field around 2010, leading into the author’s own concluding reflections on how circumstances internal and external to organizations have affected the organizing of marketing. The chapter argues that while some ideas and changes after 2010 might be viewed as new, other changes are apparently old changes in new shapes. Attention is drawn to six areas of marketing organization research that have emerged and taken a central position in marketing organization research: (1) the adaptation of marketing practice and organization to various business trends, (2) market- and customer-oriented organizations, (3) shifts in marketing’s general role and influence within the firm, (4) marketing’s strategic role and connection to business management, (5) marketing’s interactions with other internal functions, and (6) marketing organization and the application of a wider spectrum of organization theories.
Andersson, P. (2018), "Marketing Organization Research and Ideas Revisited", Andersson, P., Axelsson, B. and Rosenqvist, C. (Ed.) Organizing Marketing and Sales, Emerald Publishing Limited, pp. 43-73. https://doi.org/10.1108/978-1-78754-968-520181003Download as .RIS
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