Understanding the marketing concept as organizational culture

Gregory B. Turner

37 citations0/0 files storedEuropean Journal of Marketing

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Organizational Management and Innovation Marketing and Advertising Strategies Management and Organizational Studies

Abstract

Answers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational symbolism paradigm. Then applies this perspective through techniques for implementing the marketing concept.

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References

1986Organizational Culture and Leadership 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1983Concepts of Culture and Organizational Analysis 1973Marketing Management: Analysis, Planning and Control 1989Organizational Culture and Marketing: Defining the Research Agenda 1982Leadership: The Management of Meaning

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