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A Cross-Cultural Perspective of Marketing Departments' Influence Tactics
coalitional view cross-cultural marketing marketing department marketing influence
2011/10/29
Recent marketing literature has shown that an influential marketing department is a driver of an organizationwide market orientation and, in some studies, of firm performance. Recognizing the importan...
Inter-functional Market Orientation Between Marketing Departments and Technical Departments in the Management of the New Product Development Process
Marketing Departments Technical Departments New Product Development Process
2009/7/15
The marketing concept states that firms who first determine and then satisfy customer
needs should realize superior performance. Market orientation (MO) operationalizes the
marketing concept and i...