ORGANISING THE MARKETING EFFORT

Venkatesh Umashankar

Paradigm, 1997, vol. 1, issue 1, 61-65

Abstract: The Indian marketing organisation is designed without a customer focus and has sales turnover as its prime objective. This has worked for quite a long time in a scenario where demand far exceeded supply and competition was stemmed not by competence but through legislation and government regulations. With the changing business environment the marketing organisation has become obsolete and is buckling under the strain. High employee turnover and quick burnout are just one of the manifestations of a system under pressure. Therefore it's imperative to develop a marketing orientation and jump-start the marketing organisation by incorporating radical design changes.

Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:1:y:1997:i:1:p:61-65

DOI: 10.1177/0971890719970111

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