MARKETING CHANGES THE CORPORATE CULTURE
Abstract
Given the intensity of competition in today's world marketplace, it is difficult to find an American manager who isn't telling his organization to strengthen its marketing function. As a consequence, those of us in marketing often find ourselves receiving an increased share of corporate assets as well as more visible support from senior management. As welcome as such assets and support are, however, they are only part of what is needed to turn a company into a first‐class marketing organization. The real goal must be the creation of a marketing community within the company.
Citation
Messikomer, E.E. (1987), "MARKETING CHANGES THE CORPORATE CULTURE", Journal of Business & Industrial Marketing, Vol. 2 No. 4, pp. 53-58. https://doi.org/10.1108/eb006043
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited