OPPapers.com Essay Index >> Miscellaneous >> Changing Role Of Marketing
We have many free term papers and essays on Changing Role Of Marketing. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
changing role of marketing The Changing Role of Marketing in the Corporation The Changing Role of Marketing in the Corporation Summarised by ONI AKINOLA STREAM 1
starbucks ABSTRACT Webster in his article The Changing role of Marketing in The Corporate World, enthuses that for increasingly higher number of businesses, customer
Role of computers in marketing THE ROLE OF COMPUTERS IN MARKETING Marketing is the process by which goods are sold and purchased. The aim of marketing is to acquire,
E- Commerce Running Head: The Changing Role of Customers Abstract Customers Rule! The high- tech honeymoon is over and customers are choosing the winners of today
SAUDI HOLLANDI BANK ? MARKETING IN THE FACE OF CHANGING BANKING NEEDS SAUDI HOLLANDI BANK ? MARKETING IN THE FACE OF CHANGING BANKING NEEDS Co-op Training Report
Submitted by akinola on February 18, 2008
Category: Miscellaneous
Words: 1649 | Pages: 7
Views: 239
Popularity Rank: 61,055
Average Member Grade: N/A (Add a Comment / Grade this Paper)
The Changing Role of Marketing in the Corporation
The Changing Role of Marketing in the Corporation
Summarised by
ONI AKINOLA
STREAM 1
MBA 802
ASSIGNMENT
INTRODUCTION
Over the past two decades changes in the concept and practice of marketing have been fundamentally reshaping the field .Many of these changes have been initiated by industry in the form of new organisation types without explicit concern for their underlying theoretical explanation or justification.
The purpose of this article is to outline roots of changes that are occurring in marketing especially marketing management as a body of knowledge theory and practice and to suggest the need for a new paradigm of the marketing function within the firm. We start by examining the origins of the marketing management framework, the generally accepted paradigm of the marketing discipline for the past three decades then the shifting managerial practice is examined with close emphasis on dissolution of hierarchical bureaucratic structures in favour of networks of buyer seller relationships and strategic alliances. Within those new forms of organisation the changing role of marketing is discussed and a reconceptualisation of marketing as a field of study and practice is outlined.
MARKETING AS A SOCIAL AND ECONOMIC PROCESS
The early roots of marketing as an area of academic study can be found beginning around 1910 in Midwestern American land-grant universities. The analysis was centred on commodities and the institutions involved in moving them from site, mine or farm (Breyer 1934: Duddy and Revzan 1953) to industrial processors, users and consumers and the...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!