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Keywords: Marketing function
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Journal Articles
The role of marketing in today's enterprises
Available to Purchase
Journal:
Journal of Service Management
Journal of Service Management (2014) 25 (2): 171–194.
Published: 14 April 2014
... that the marketing function has been diminished (Verhoef and Leeflang, 2009 ; Webster et al., 2005), that marketing has lost its strategic role (Murphy, 2005), and that marketing departments are now engaged in tactical rather than strategic decision making (Sheth and Sisodia, 2005 ; Klaus et al...
