Unifying marketing: the synchronous marketing process
Article Abstract:
As we enter the information economy, the strength of a corporation's processes will determine whether the company can anticipate its future markets and adapt to them, or be surprised by them. In this age, characterized by frenetic and unpredictable market change, the market no longer provides a stable reference to guide and correct internal activities. Therefore, the corporation's processes themselves must be stable and coherent in order to track the market. With the recent acceptance of the necessity of a stable, structured, and repeatable product development process, only the marketing function is left without an overall integrating process model, the lack of which is at the root of most of the ongoing problems in marketing. This article argues the case for the necessity of such a structured, unified marketing model, and presents an overview of what we believe is the first instance of one. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1998
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The dynamics of business orientation: The case of the Volvo Car Corporation
Article Abstract:
The changes in business orientation in the Volvo Car Corporation are examined. The pattern is found to be more cyclical than linear as market-production-market and the rationales of this pattern are analyzed in the context of both the nature of the particular market context and the evidence available.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 2004
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