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Full Description
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines:
The study of the organisational location and positioning of the marketing function
The analytical perspectives of information-processing theories of organisation
The relationship between structure and information
Organisational processes
Contents
Part 1: The Organisational Dimensions of Marketing 1. Marketing and Organisational Structure 21. Theories of Organsiation and Decision Making Part 2: Marketing in the Organisation 3. The Departmentation and Positioning of Marketing 4. Responsibility, Power and Politics Part 3: Marketing Structures 5. Structures in the Marketing Organisation 6. Product Management, the Product-Market Matrix Part 4: Organisational Design for Marketing 7. Designing the Marketing Organisation 8. Organisational Strategy for Marketing.
