The role of marketing in conglomerates

Abstract

Presents a considered definition of conglomerates and examines the organizational and marketing problems that have faced these companies. Provides some suggestions for solutions to these problems, noting the significance of individual companies and their relationship with their advertising agencies. Suggests that budget must play a large part in the use of these agencies for marketing to be effective.

Citation

Wilson, R. (1971), "The role of marketing in conglomerates", European Journal of Marketing, Vol. 5 No. 3, pp. 116-122. https://doi.org/10.1108/EUM0000000005165