The Changing Role of Marketing in the Corporation
- 1 October 1992
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 56 (4), 1-17
- https://doi.org/10.2307/1251983
Abstract
New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical ...This publication has 9 references indexed in Scilit:
- Managing Culture as a Competitive Resource: An Identity-Based View of Sustainable Competitive AdvantageJournal of Management, 1991
- Just-In-Time Exchange Relationships in Industrial MarketsJournal of Marketing, 1988
- Assessing Advantage: A Framework for Diagnosing Competitive SuperiorityJournal of Marketing, 1988
- Networks: Between markets and hierarchiesStrategic Management Journal, 1986
- The Political Economy Paradigm: Foundation for Theory Building in MarketingJournal of Marketing, 1983
- Interorganizational Exchange Behavior in Marketing Channels: A Broadened PerspectiveJournal of Marketing, 1983
- Marketing, Strategic Planning and the Theory of the FirmJournal of Marketing, 1982
- The Political Economy of Marketing Systems: Reviving the Institutional ApproachJournal of Macromarketing, 1981
- On the Nature, Formation, and Maintenance of Relations Among OrganizationsAcademy of Management Review, 1976