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Article
Publication date: 1 April 1986

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…

34

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.

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Journal of Business Strategy, vol. 7 no. 2
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 April 1988

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…

554

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.

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Journal of Services Marketing, vol. 2 no. 4
Type: Research Article
ISSN: 0887-6045

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