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Book part
Publication date: 29 May 2018

Per Andersson

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…

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.

Article
Publication date: 30 May 1995

Colin Gilligan

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a…

3364

Abstract

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a survey of the kinds of research initiatives which are currently being carried out is timely. The study which provides the basis for this was conducted between December 1994 and February 1995, with questionnaires being sent to staff in universities throughout Europe. At the time the final selection was made, a total of 150 responses had been received from 18 countries.

Details

European Journal of Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0309-0566

Article
Publication date: 1 July 1989

Neil A. Morgan

Complexity and uncertainty have increasingly become the keyelements in the operating environment for UK financial services firms inthe last decade. These environmental pressures…

Abstract

Complexity and uncertainty have increasingly become the key elements in the operating environment for UK financial services firms in the last decade. These environmental pressures have pushed financial services organisations into developing marketing information and research strategies which will help them restore some stability to their business. The emerging marketing information and research strategies amongst the largest UK financial services companies are illustrated and the implications for the marketing research industry both now and in the future are examined.

Details

Marketing Intelligence & Planning, vol. 7 no. 7/8
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 May 1980

Yoram P. Wind and Robert J. Thomas

Highlights some of the major conceptual and methodological issues involved in organisational buying behaviour. Aims to avoid pitfalls involved in the utilisation of research

3195

Abstract

Highlights some of the major conceptual and methodological issues involved in organisational buying behaviour. Aims to avoid pitfalls involved in the utilisation of research regarding specified issues — at the same time stimulating research aimed at the resolution of these issues. Reviews the current status of organisational buying behaviour, follows this by identifying five potential groups of users of information on organisational buying behaviour. Goes on to focus on the conceptual and methodological issues involved in organisational buying research. Suggests new research directions which, if implemented, could help advance the relevance and quality of organisational buying research. States that academic studies, directly concerned with a better understanding of organisational buying behaviour can be classified as falling into one of three areas the: buying centre (least studied area); organisational buying centre and process; or factors affecting the organisational buying centre and process. Purports that these three concepts can provide the basis for organising much of the diverse research efforts in organisational buying behaviour and goes on to illustrate findings from each of these areas and discusses them in depth.

Details

European Journal of Marketing, vol. 14 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 April 1996

David Pollitt

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy;…

12598

Abstract

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research; Product management; Channel management; Logistics and distribution; New product development; Purchasing.

Details

Journal of Product & Brand Management, vol. 5 no. 4
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 1 January 2006

Rajshekhar (Raj) G. Javalgi, Charles L. Martin and Robert B. Young

As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism…

27404

Abstract

Purpose

As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service organizations contemplate the global marketplace, there is increasing demand for managers to understand customer behavior in multiple countries. This article aims to discuss the importance of market research information in developing a market orientation and its impact on international service organizations.

Design/methodology/approach

Extant literature is reviewed and discussed pertaining to the interrelationships between market research, market orientation and customer relationship management (CRM)‐related issues. Conceptual models are presented to illustrate the interrelationships between these streams of research.

Findings

Several anecdotal and case examples are used to illustrate the essential linkages between market research, market orientation, and CRM. These include the Ritz Carlton Hotel Company, Federal Express, Hallmark Cards, Harrah's Entertainment and, most notably, VeriFone.

Practical implications

The key implications revolve around the notion that in today's hyper‐competitive markets service firms must be market‐oriented in order to be competitive, and that market research plays a critical role in generating the needed data on which a market orientation can be developed and implemented, which, in turn, can enhance the practice of CRM.

Originality/value

The article promises to help service providers address the challenge of generating and using market research data to develop a market orientation and a corresponding CRM program.

Details

Journal of Services Marketing, vol. 20 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 May 1995

Martin Fojt

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy;…

12585

Abstract

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.

Details

Journal of Product & Brand Management, vol. 4 no. 2
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 1 January 1989

Heather Davison, Trevor Watkins and Mike Wright

The role of product development within personal financial serviceorganisations is focused on, with particular emphasis on the part playedby market research within the process. A…

Abstract

The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process. A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms of the organisation of these functions. The results of a questionnaire sent to organisations providing personal financial services to the consumer are drawn on – new product development within individual companies is investigated, the progression of new products from conception to launch traced, the role of market research within the process identified and the organisation of the marketing function examined.

Details

International Journal of Bank Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 April 2003

Nicholas J. Ashill, Kevin M. Davies and Ian W. Thompson

During the past 15 years, a body of research has explored the implementation of the marketing concept in terms of the integration of marketing functions under the control of a…

1872

Abstract

During the past 15 years, a body of research has explored the implementation of the marketing concept in terms of the integration of marketing functions under the control of a Chief Marketing Executive (CME), and the position of the CME within the organisation. Relatively little attention has been focused on the organisation of the marketing function within professional services industries. We report a cross‐sectional study examining the characteristics of the marketing function and responsibilities of the CME in a major New Zealand professional services sector, financial services. Our findings suggest a high level of formal organisation structure for marketing within the New Zealand financial services industry. However, while the CME continues to be central to the organisation of the marketing function, there remains considerable variation in the corporate positioning of the marketing function and responsibilities of the CME within this professional services industry.

Details

International Journal of Bank Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 March 2001

Linda Tay

While many marketing issues have been covered in the existing services marketing literature, there has been a clear lack of investigation into the structural organisation of the…

2753

Abstract

While many marketing issues have been covered in the existing services marketing literature, there has been a clear lack of investigation into the structural organisation of the marketing function. This study attempts to achieve two things: to define the marketing organisation and its construct; and to identify factors responsible for influencing the way marketing function is organised in professional property services (PPS) firms and develop research propositions in relation to the identified factors and their impacts on the PPS marketing organisation. An exploratory research method is employed involving comparisons between literature‐based findings and field‐based findings. The results of the study show that size of firm, environmental uncertainty, business strategy and management attitude to marketing are important factors affecting the marketing organisation in PPS firms.

Details

Property Management, vol. 19 no. 1
Type: Research Article
ISSN: 0263-7472

Keywords

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