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

Author

Listed:
  • Evans, J.

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?

Suggested Citation

  • Evans, J., 1998. "Marketing or marketing: The Role and Organisation of the Marketing Function in Europe?," Papers 1998:11, University of Hertfordshire - Business Schoool.
    • Handle: RePEc:fth:hertbu:1998:11
    as

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    More about this item

    Keywords

    MARKETING;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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