The role of marketing in today's enterprises

Journal of Service Management

Volumn 25, Issue 2, 2014, Pages 171-194

  Wirtz, Jochen ^a   Tuzovic, Sven ^b   Kuppelwieser, Volker G ^c  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

^b PACIFIC LUTHERAN UNIVERSITY   (United States)

^c NEOMA BUSINESS SCHOOL   (France)

Author keywords

East and West; Firm performance; Importance of marketing; Market orientation; Marketing department; Marketing function

Indexed keywords

EID: 84897102860     PISSN: 17575818     EISSN: None     Source Type: Journal    
DOI: 10.1108/JOSM-01-2014-0037     Document Type: Article

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