The structure of the marketing specialisms in their context

Abstract

Reports on a research project aimed at making precise formulations of the characteristics of organisational structure, and that the fieldwork involved heavy interviews at 52 corporate bodies in the UK city of Birmingham. States the present research programme has been concerned with the problems of such measurements of precise formulations and development of measuring scales, with which to assess differences quantitatively. Concludes that further work is necessary to widen the range of variables to which marketing organisations can be related – in order to explore the salient features of the context of the marketing specialism.

Citation

Pugh, D.S. (1970), "The structure of the marketing specialisms in their context", European Journal of Marketing, Vol. 4 No. 2, pp. 98-105. https://doi.org/10.1108/EUM0000000005188