Marshalling the marketing resource: Marketing structures - the need for change

Many British companies fail because they do not understand the importance of managing change. Managers have to balance two opposing forces: demand, and the financial variables.

Marshalling the Marketing Resource: Marketing Structures – the Need for Change

Peter DoyleUniversity of Warwick

This discussion of the extent to which there is need for a radical re-appraisal of marketing structures – and, if this is the case, what are the implications – approaches the subject from three aspects.

Firstly, the right marketing structure depends upon the objectives and strategy of the business. Managers today are increasingly appreciating that outstanding business performance depends upon innovation, upon competitive advantages based on quality, and upon change. This in turn is producing the realisation that while traditional marketing departments and...

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