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This communication can be considered as a follow-up of two previous IMP communications. During the 2006 IMP Conference the status of the organizational aspect of the marketing function in the business markets was discussed (Pardo and Ivens, 2006). At this occasion, it was stressed that this issue was to be linked to the debates - mentioned by several authors - on the decline of the marketing function within companies. During the 2007 conference, Ivens et al. reviewed the writings of three leading authors in the field of marketing organization (Webster, Piercy, and Homburg) and contrasted them with the IMP view on marketing organization.
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