- See Frank V. Cespedes, Concurrent Mar-
keting: Integrating Product, Sales, and Ser-
vice (Boston: Harvard Business School
Press, 1995), and Managing Marketing
Linkages: Text, Cases, and Readings(Upper
Saddle River, NJ: Prentice Hall, 1996).
- Robert E. Lineman and John L. Stanton
Jr., “A Game Plan for Regional Market-
ing,”Journal of Business Strategy, Novem-
ber–December 1992, pp. 19–25.
- Scott Hume, “Execs Favor Regional Ap-
proach,”Advertising Age, November 2,
1987, p. 36; “National Firms Find that
Selling to Local Tastes Is Costly, Com-
plex,” Wall Street Journal, February 9,
1987, P. B1; Paul A. Herbig, Handbook of
Cross-Cultural Marketing(New York: In-
ternational Business Press, 1998), pp.
45–46.
- “... and Other Ways to Peel the Onion,”
The Economist, January 7, 1995, pp.
52–53.
- Andrall E. Pearson and Thomas W. Wil-
son Jr., Making Your Organization Work
(New York: Association of National Ad-
vertisers, 1967), pp. 8–13.
- Dyan Machan, “Soap? Cars? What’s the
Difference?”Forbes,September 7, 1998;
Bill Vlasic, “Too Many Models, Too Little
Focus,”Business Week, December 1, 1997,
p. 148.
- Michael George, Anthony Freeling, and
David Court, “Reinventing the Market-
ing Organization,”The McKinsey Quar-
terlyno. 4 (1994): 43–62.
- For further reading, see Robert Dewar and
Don Schultz, “The Product Manager, an
Idea Whose Time Has Gone,”Marketing
Communications, May 1989, pp. 28–35;
“The Marketing Revolution at Procter &
Gamble,”Business Week, July 25, 1988,
pp. 72–76; Kevin T. Higgins, “Category
Management: New Tools Changing Life
for Manufacturers, Retailers,”Marketing
News, September 25, 1989, pp. 2, 19;
George S. Low and Ronald A. Fullerton,
“Brands, Brand Management, and the
Brand Manager System: A Critical-His-
torical Evaluation,”Journal of Marketing
Research, May 1994, pp. 173–90; and
Michael J. Zenor, “The Profit Benefits of
Category Management,”Journal of Mar-
keting Research,May 1994, pp. 202–13.
- Stanley F. Slater and John C. Narver, “Mar-
ket Orientation, Customer Value, and Su-
perior Performance,”Business Horizons,
March–April 1994, pp. 22–28. See also
Frederick E. Webster, Market-Driven Man-
agement: Using the New Marketing Concept
to Create a Customer-Oriented Company
(New York: John Wiley, 1994); John C.
Narver and Stanley F. Slater, “The Effect
of a Market Orientation on Business Prof-
itability,”Journal of Marketing, October
chapter 22
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Total Marketing
Effort^717
1990, pp. 20–35; Bernard Jaworski and
Ajay K. Kohli, “Market Orientation: An-
tecedents and Consequences,”Journal of
Marketing,July 1993, pp. 53–70; and Ro-
hit Deshpandé and John U. Farley, “Mea-
suring Market Orientation,”Journal of
Market-Focused Management 2 (1998):
213–32.
- Richard E. Anderson, “Matrix Redux,”
Business Horizons, November–December
1994, pp. 6–10.
- For further reading on marketing organi-
zation, see Nigel Piercy, Marketing Orga-
nization: An Analysis of Information
Processing, Power and Politics(London:
George Allen & Unwin, 1985); Robert W.
Ruekert, Orville C. Walker, and Kenneth
J. Roering, “The Organization of Market-
ing Activities: A Contingency Theory of
Structure and Performance,”Journal of
Marketing, Winter 1985, pp. 13–25; Ty-
zoon T. Tyebjee, Albert V. Bruno, and
Shelby H. McIntyre, “Growing Ventures
Can Anticipate Marketing Stages,”Har-
vard Business Review, January–February
1983, pp. 2–4; and Andrew Pollack, “Re-
vamping Said to be Set at Microsoft,”New
York Times,February 9, 1999, C1.
- Gary L. Frankwick, Beth A. Walker, and
James C. Ward, “Belief Structures in Con-
flict: Mapping a Strategic Marketing De-
cision,” Journal of Business Research,
October–November 1994, pp. 183–95.
- Askok K. Gupta, S. P. Raj, and David Wile-
mon, “A Model for Studying R&D–Mar-
keting Interface in the Product
Innovation Process,”Journal of Marketing,
April 1986, pp. 7–17.
- See William E. Souder, Managing New
Product Innovations(Lexington, MA: D. C.
Heath, 1987), ch. 10 and 11; and William
L. Shanklin and John K. Ryans Jr., “Or-
ganizing for High-Tech Marketing,”Har-
vard Business Review, November–
December 1984, pp. 164–71; and Robert
J. Fisher, Elliot Maltz, and Bernard J.
Jaworski, “Enhancing Communication
Between Marketing and Engineering: The
Moderating Role of Relative Functional
Identification,”Journal of Marketing,July
1997, pp. 54–70.
- David J. Morrow, “Struggling to Spell
R-E-L-I-E-F,”New York Times, December
29, 1998, pp. C1, C18; “JAMA Study
Shows Merck-Medco’s Partners for
Healthy Aging Program Significantly Re-
duces the Use of Potentially Harmful
Medication by Seniors,”Business Wire,
October 12, 1998.
- See Robert J. Fisher, Elliot Maltz, and
Bernard J. Jaworski, “Enchancing Com-
munication Between Marketing and En-
gineering,” Journal of Engineering, July
1997, pp. 54–70.
