Marketing's core role in strategic reengineering

Abstract

Leading edge corporations in a variety of industries are discovering the advantages of using their strategic marketing initiatives to direct their reengineering efforts. When all the functions of an organization are willing to accept new marketing opportunities as common goals, then reengineering—usually a painful process can become a legitimate means of attaining them.

Citation

Leemon, D.O. (1995), "Marketing's core role in strategic reengineering", Planning Review, Vol. 23 No. 2, pp. 8-46. https://doi.org/10.1108/eb054499