Role of Marketing/Market Orientation
Rediscovering the Marketing ConceptJan 1, 1988 Frederick E. Webster, Jr., 1988, 88-100
Summarizes how the marketing concept has been variously interpreted over three decades; gives management guidelines for making a business customer-focused and market-driven.
Developing a Marketing OrientationWilliam T. Ross, 1987, 87-111
Summaries of four presentations on the topic. Also includes a review of the subsequent discussions and notes about pertinent research issues.
Organizational Culture and Marketing: Defining the Research AgendaJan 1, 1987 Rohit Deshpandé and Frederick E. Webster, Jr., 1987, 87-106
Focuses on advances in theoretical modeling and empirical research on organizational culture.
The Organization of Marketing Activities: A Contingency Theory of Structure and PerformanceJan 1, 1985 Robert W. Ruekert, Orville C. Walker, Jr., and Kenneth J. Roering, 1985, 85-104
Provides a theoretical structure for understanding how the organization of marketing tasks affects marketing performance.
Priorities for Research in Strategic MarketingJan 1, 1983 George S. Day and Robin Wensley, 1983, 83-103
Discusses pressures for change in marketing and implications for theory development and research priorities.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.