Understanding the marketing concept as organizational culture

Understanding the marketing concept as organizational culture

Answers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational symbolism paradigm. Then applies this perspective through techniques for implementing the marketing concept.

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Bibliographische Detailangaben
Veröffentlicht in:European journal of marketing 1997-01, Vol.31 (2), p.110-121
Hauptverfasser: Turner, Gregory B, Spencer, Barbara
Format: Artikel
Sprache:eng
Schlagworte:
Analysis
Competition
Corporate culture
Decision making
Economic aspects
Marketing
Marketing management
Organizational behavior
Philosophy
Social interaction
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Beschreibung
Zusammenfassung:Answers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational symbolism paradigm. Then applies this perspective through techniques for implementing the marketing concept.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090569710157089