Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing
The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain manage...
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1999
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sg-smu-ink.lkcsb_research-22572018-07-09T07:16:38Z Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing SRIVASTAVA, Rajendra Kumar Shervani, Tasadduq A. Fahey, Liam The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice. 1999-10-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/1258 info:doi/10.2307/1252110 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2257/viewcontent/RSrivastavaJmkg1999.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing strategy customer relations business planning Business Marketing |
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Marketing strategy customer relations business planning Business Marketing SRIVASTAVA, Rajendra Kumar Shervani, Tasadduq A. Fahey, Liam Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
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The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice. |
format |
text |
author |
SRIVASTAVA, Rajendra Kumar Shervani, Tasadduq A. Fahey, Liam |
author_facet |
SRIVASTAVA, Rajendra Kumar Shervani, Tasadduq A. Fahey, Liam |
author_sort |
SRIVASTAVA, Rajendra Kumar |
title |
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
title_short |
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
title_full |
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
title_fullStr |
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
title_full_unstemmed |
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing |
title_sort |
marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing |
publisher |
Institutional Knowledge at Singapore Management University |
publishDate |
1999 |
url |
https://ink.library.smu.edu.sg/lkcsb_research/1258 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2257/viewcontent/RSrivastavaJmkg1999.pdf |
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