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Developing a Marketing Culture

  • Michael J. Baker
Chapter

Abstract

The issues to be addressed in Chapter 19 include:
  1. 1

    The relationship between organisational structure and strategy formulation.

     
  2. 2

    The influence of business functions on business orientations.

     
  3. 3

    The concepts of organisational climate, corporate personality and culture as factors affecting business organisation and practice.

     
  4. 4

    The development of a marketing-orientated organisation.

     
  5. 5

    The notions of corporate vision, mission and strategic intent.

     
  6. 6

    Implementing marketing.

     

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Notes and References

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  2. 2.
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    Robert H. Hayes and William J. Abernathy, ‘Managing our Way to Economic Decline’, Harvard Business Review (July-August 1980).Google Scholar
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    R. H. Hayes and W. J. Abernathy, ‘Managing Our Way to Economic Decline’, Harvard Business Review (July-August 1980).Google Scholar
  12. 12.
    T. Peters and R. Waterman, In Search of Excellence (New York: Harper & Row, 1982).Google Scholar
  13. 13.
    American Sociological Association.Google Scholar
  14. 14.
    Howard Schwartz and M. Stanley Davis, ‘Matching a Corporate Culture and Business Strategy’, Organizational Dynamics (Summer 1981).Google Scholar
  15. 15.
    Edward S. McKay, The Marketing Mystique (New York: American Management Association, 1972).Google Scholar
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    Warren Bennis and Burt Nanus, Leaders: The Strategies for Taking Charge (New York: Harper & Row, 1985).Google Scholar
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    ‘Brief Case: Mission, Vision and Strategic Intent’.Google Scholar
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    (May-June 1989).Google Scholar
  19. 19.
    ‘Mission Statements: Selling Corporate Values to Employees’, Long Range Planning, 24(3) (June 1991).Google Scholar
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  23. 23.
    F. R. David, ‘How companies define their mission’, Long Range Planning, 22 (February 1989).Google Scholar
  24. 24.
    New York: Thorsens (1991).Google Scholar

Copyright information

© Michael J. Baker 1992

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

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