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Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework
Orville C. Walker, Jr. and Robert W. Ruekert
Journal of Marketing
Vol. 51, No. 3 (Jul., 1987), pp. 15-33
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251645
Page Count: 19
You can always find the topics here!Topics: Marketing, Corporate strategies, Prospecting, Financial management, Unit costs, Industrial management, Capital costs, Business structures, Sales growth, Return on investment
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The authors review and integrate various theoretical perspectives, normative statements, and pieces of empirical evidence about the organizational structures and processes best suited for implementing different types of business strategies. Particular emphasis is given to the relationship of different types of structure, processes, and policies involved in the performance of marketing activities to the overall performance of different business strategies. Several specific research propositions are developed.
Journal of Marketing © 1987 American Marketing Association