Marketing: The key to organizational effectiveness |
| |
| Authors: | R.W. Lawson |
| |
| Affiliation: | Division of Economic Studies, University of Sheffield, U.K. |
| |
| Abstract: | The aim of this paper is to make clear the difference between the marketing concept and marketing strategy. It advocates that not only should the former be used by all structures of business organizations, but that it is necessary to do so. It is the marketing strategy chosen by the firm that is dependent upon the organizational structure and not the concept. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
