Constructs a new management agenda to evaluate the effectiveness and appropriateness of the marketing organization for … the future, reflecting certain key changes in the current marketing environment. Argues that these critical factors … impacting on the marketing organization include accelerating both external environmental changes and internal organization …

most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization … behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler …

marketing alliance. Indicates that alliance satisfaction and continuity are influenced positively by a partner′s commitment …

Research concerning the impact of marketing in the development of small enterprise research is extremely limited …. Explores the role of marketing in the development of small enterprise research through the examination of 42 marketing … major research thrusts that are identified from this literature are: marketing as a culture; marketing as a strategy; and …

Examines the interface of entrepreneurship and marketing. Defines entrepreneurship as a variable phenomenon that can be … applied at the societal, organizational and individual levels. Marketing is conceptualized as a fundamentally entrepreneurial … marketing at the macro and micro levels.  …

Provides an overview of the special issue of the European Journal of Marketing on “Export marketing”. Five basic … questions to be answered in the export marketing area are identified. The articles in this special issue should provide a …

Considers the relevance and contribution of marketing to business performance in the new economic environment which … makes the marketing positioning strategies of the 1980s look irrelevant. Considers the orientation of marketing departments … towards line extensions rather than genuine new product development. Finds traditional marketing has been undermined by the …

Of all the management fields, marketing is probably that which seems the most paradoxical when it comes time to … consider its ethical aspect. This paradox stems from the fact that the main objective of marketing is to respond to the needs … of consumers. Yet these same consumers often take marketing to task out of a concern for certain of its manifestations …