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Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing.

Authors :
Srivastava, Rajendra K.
Shervani, Tasadduq A.
Fahey, Liam
Source :
Journal of Marketing; Oct99 Special Issue, Vol. 63 Issue 4, p168-179, 12p, 3 Charts
Publication Year :
1999

Abstract

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers--product development management, supply chain management, and customer relationship management--which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
00222429
Volume :
63
Issue :
4
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
2444285
Full Text :
https://doi.org/10.2307/1252110