Working Papers

Marketing Organizations: Changing Structures and Roles

Ajay K. Kohli and Rohit Deshpandé

Jan 1, 2005

Identifies key research issues concerning marketing organizations: centralized (i.e., corporate level) versus decentralized (business unit level), formal marketing function versus crossfunctional teams, current role of marketing, and future role of marketing. Discusses questions for future research.


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