Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

10-1999

Abstract

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.

Keywords

Marketing strategy, customer relations, business planning

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Marketing

Volume

63

Issue

4

First Page

168

Last Page

179

ISSN

0022-2440

Identifier

http://www.jstor.org/stable/1252110

Publisher

AMA

Included in

Marketing Commons

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