Год выпуска: 2012 Автор: Valentina Costanza Издательство: LAP Lambert Academic Publishing Страниц: 92 ISBN: 9783659162657
Описание
This is an exploratory study which investigates international marketing management. The study examines how marketing function is managed in a case company, following an organisational approach that looks at companies from a classical hierarchical structural point of view. The goal is to understand if the function is managed in an integrated way or if it is made more locally responsive. The study revealed that marketing function is managed through an integrated approach. This is made possible by the strategic relevance that the function seems to have at the corporate level. At the same time, marketing function seems to be losing its power inside company at the functional level.
