MarketingManagement.pdf

part five

Managing and

Delivering Marketing

(^716) Programs
NOTES

1. See Frederick E. Webster Jr., “The Chang-
   ing Role of Marketing in the Corpora-
   tion,”Journal of Marketing, October 1992,
   pp. 1–17. Also see Ravi S. Achrol, “Evolu-
   tion of the Marketing Organization: New
   Forms for Turbulent Environment,”Jour-

nal of Marketing,October 1991, pp. 77–93;

and John P. Workman Jr., Christian Hom-

burg, and Kjell Gruner, “Marketing Orga-

nization: An Integrative Framework of

Dimensions and Determinants,”Journal

of Marketing,July 1998, pp. 21–41.