Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

• Main Authors: SRIVASTAVA, Rajendra Kumar, Shervani, Tasadduq A., Fahey, Liam
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1999
• Subjects: Marketing strategy; customer relations; business planning; Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1258; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2257/viewcontent/RSrivastavaJmkg1999.pdf
• Institution: Singapore Management University

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...