Unifying marketing: the synchronous marketing process

Article Abstract:

As we enter the information economy, the strength of a corporation's processes will determine whether the company can anticipate its future markets and adapt to them, or be surprised by them. In this age, characterized by frenetic and unpredictable market change, the market no longer provides a stable reference to guide and correct internal activities. Therefore, the corporation's processes themselves must be stable and coherent in order to track the market. With the recent acceptance of the necessity of a stable, structured, and repeatable product development process, only the marketing function is left without an overall integrating process model, the lack of which is at the root of most of the ongoing problems in marketing. This article argues the case for the necessity of such a structured, unified marketing model, and presents an overview of what we believe is the first instance of one. (Reprinted by permission of the publisher.)

Marketing Management, Models

---

The dynamics of business orientation: The case of the Volvo Car Corporation

Article Abstract:

The changes in business orientation in the Volvo Car Corporation are examined. The pattern is found to be more cyclical than linear as market-production-market and the rationales of this pattern are analyzed in the context of both the nature of the particular market context and the evidence available.

Motor vehicles and car bodies, Marketing procedures, Sweden, Management dynamics, Management, Marketing, Automobile industry, Company marketing practices, Company business management, Volvo Car Corp.

---

Similar abstracts:

• Abstracts: Integrating the strategy formation process: an international perspective. China's entry to WTO: global marketing issues, impact, and implications for China
• Abstracts: Retail competition in the fast-moving consumer goods industry: the case of France and the UK. Relative explanatory power of agency theory and transaction cost analysis in German salesforces
• Abstracts: Viewpoint: marketing in the information age - can we plan for an unpredictable future? Marketing and e-commerce as tools of development in the Asia-Pacific region: a dual path
• Abstracts: The influence of behavioural and organisational characteristics on the success of international strategic alliances
• Abstracts: Responding to the green movement. Product profitability: Causes and effects. Organizational antecedents of environmental responsiveness in industrial new product development

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.