TY  - CHAP
AB  - Abstract The aim of this chapter is to approach marketing organization from a research perspective, research that reflects contemporary practices of the time. This is done through a review of some of the central texts in the field. The chapter starts by drawing attention to two previous attempts to review and revisit the field, two influential and frequently cited researchers and texts: Achrol’s (1991) frequently cited article entitled “Evolution of the marketing organization: New forms for turbulent environments” and Homburg and colleagues’ (2000) review a decade later entitled “Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure.”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.
SN  - 978-1-78754-969-2, 978-1-78754-968-5/
DO  - 10.1108/978-1-78754-968-520181003
UR  - https://doi.org/10.1108/978-1-78754-968-520181003
AU  - Andersson Per
ED  - Per Andersson
ED  - Björn Axelsson
ED  - Christopher Rosenqvist
PY  - 2018
Y1  - 2018/01/01
TI  - Marketing Organization Research and Ideas Revisited
T2  - Organizing Marketing and Sales
PB  - Emerald Publishing Limited
SP  - 43
EP  - 73
Y2  - 2024/09/20
ER  -