Role of Marketing/Market Orientation
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.
The SOCO Scale: A Measure of Customer Orientation of SalespeopleJan 1, 1982 Robert Saxe and Barton A. Weitz, 1982, 82-113
Develops and tests a scale that measures the degree to which a salesperson engages in customer-oriented selling; relates use of a customer-oriented approach to sales performance and environmental characteristics.
Top Management Views of the Marketing FunctionJan 1, 1980 Frederick E. Webster, Jr., 1980, 80-108
Reports survey of top executives of 30 major companies. Explores their views about the current performance of the marketing function and of marketers, as well as their ideas about what marketing must do in the future.
Marketing Issues—Challenges for Marketing in the 1980sJan 1, 1980 Stephen A. Greyser, 1980, 80-102
Highlights marketing issues that 40 senior marketing management and marketing research executives predict will be most salient to business in the 1980s.
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