The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. These factors are integrated and shaped by managerial perceptions about their overall importance and...

In line with the research stream dealing with French medium firms, this paper treats of the structures of the marketing function. The field investigation carried out on 84 French medium firms brings to light three classes. These classes differ about size, the nature of the relation between the...

Market communication is, of course, a substantial part of the marketing function. Communication is also such as sales, advertising, and sales promotion. Communication is also an integral part of the Interactive Marketing Function. What employees say, how they say it, how they behave, how service...

Services marketing, by definition, focuses on the external stakeholders, and principally on the customers. By managing the interactions and relationships with the customers, value is created. Successful value-oriented services marketing is determined by strong interdependencies between all...

The marketing ability to link marketing actions to financial performance (marketing accountability) is still under debate. This article proposes to study marketing decision-making and its consequences on marketing financial accountability. After reviewing possible decisions biases in marketing,...

This study examines whether or not marketing's influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show that the marketing function's reputation in a...

This paper is interested in the consequences of the marketing function evolution on marketer’s profile. In studying representations associated to marketers in a French context, expectations for marketing and personal characteristics of marketers are discussed. Interviews and a content analysis...

This paper explores endogenous institution formation under a catching-up strategy in developing countries. Since the catching-up strategy is normally against the compartive advantages of the developing countries, it can not be implemented through laissez-faire market mechanisms, and a government...