Abstract
Early predictions during the emergence of the large consumer good firms in the U.S that marketing management was destined to assume ultimate influence and control and become the dominant organisational function appear to have been unfounded. Since that time the role and influence of the marketing function has ebbed and flowed in line with the competitive strategy being employed by the organisation. However, it is now widely reported that marketing is in a state of decline in terms of both role and influence, partly due to its image and credibility problems. This paper briefly examines the evolution of competitive strategy over the past five decades and suggests implications for the marketing function and future research directions.
| Original language | English |
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| Title of host publication | 3Rs |
| Subtitle of host publication | Reputation, Responsibility & Relevance (ANZMAC 2007) |
| Place of Publication | Dunedin, New Zealand |
| Publisher | Department of Marketing, University of Otago |
| ISBN (Electronic) | 9781877156280 |
| Publication status | Published - 2007 |
| Event | Australia and New Zealand Marketing Academy Conference - Dunedin, New Zealand, New Zealand Duration: 03 Dec 2007 → 05 Dec 2007 |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference |
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| Country/Territory | New Zealand |
| Period | 03/12/07 → 05/12/07 |