ABSTRACT
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines:
- The study of the organisational location and positioning of the marketing function
- The analytical perspectives of information-processing theories of organisation
- The relationship between structure and information
- Organisational processes
TABLE OF CONTENTS
part 1|38 pages
The Organisational Dimensions of Marketing
part 2|86 pages
Marketing in the Organisation
part 3|48 pages
Marketing Structures
part 4|41 pages
Organisational Design for Marketing