Marketing or marketing: The Role and Organisation of the Marketing Function in Europe?

J. Evans

Working Papers from University of Hertfordshire - Business Schoool

Abstract: Dramatic shifts are occuring in the role of the marketing function. National marketing is being swept away on a tide of European and even global consolidation. This paper addresses two questions of importance to marketing in the European context. How are marketing activities organised in European companies? Of which of these activities does the marketing function have ownership?

Keywords: MARKETING (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 26 pages
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:fth:hertbu:1998:11

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