Keywords: Role of marketing in firm
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Is diffusion of marketing competence necessary for a market orientation? A comparative investigation of marketing managers and their defining traits

James M Loveland, Scott A Thompson, John W Lounsbury, Danilo Dantas
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (3): 469–484.
https://doi.org/10.1108/MIP-10-2013-0168
Published: 05 May 2015
...-E fit Role of marketing in firm Thus, personality and career satisfaction data can provide important insights as to the longer-term effects of marketing’s diffusion on both managers and firms. While not explicitly stated, the marketing orientation literature is nonetheless predicated...
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