Design of the Marketing Organization

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics, University of Basel

Chapter Chapter 9 in Principles of Marketing, 2025, pp 259-271 from Springer

Abstract: Abstract In this chapter, you will consider the organizational aspects of marketing. You recognize the requirements that a marketing organization must consider, familiarize yourself with the basic forms of marketing organization, learn about advantages and disadvantages of different organizational principles, and deal with the tasks and the organizational anchoring of product and customer group management. A particular concern of this chapter is to assess the suitability of various forms of structure and process organization in marketing.

Date: 2025
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DOI: 10.1007/978-3-658-45834-8_9

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