Dennis P. Yeskey and C. Don Burnett
Many CEOs are turning their attention to the advantages of marketing. But the author contends that the corporate focus should not be narrowed. To have a successful strategic…
Abstract
Many CEOs are turning their attention to the advantages of marketing. But the author contends that the corporate focus should not be narrowed. To have a successful strategic marketing orientation, the focus should encompass all corporate functions.
A. Parasuraman and P. Varadarajan
Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems…
Abstract
Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems. Building on these works, this article explores differences in the future strategic orientation of goods and service businesses in the context of various functional areas.