"Homburg, Workman, and Krohmer (1999) examine marketing’s influence within the firm and, in a survey of U.S. and German companies, find that marketing had substantial influence — at least ten years ago. They also find that marketing’s influence is related to (1) external contingency variables, such as the frequency and unpredictability of market-related changes; (2) competitive strategies; and (3) institutional determinants, such as whether the chief executive officer (CEO) has a marketing background."
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Original Language: English
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Peter C. Verhoef and Peter S.H. Leeflang. "Understanding the marketing department's influence within the firm." Journal of marketing 73.2 (2009): 14-37.
https://en.wikiquote.org/wiki/Christian_Homburg
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Christian Homburg
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