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ERIC Number: EJ845638
Record Type: Journal
Publication Date: 2003
Pages: 15
Abstractor: As Provided
Reference Count: 32
ISBN: N/A
ISSN: ISSN-0884-1241
Key Elements of a Successful Drive toward Marketing Strategy Making
Cann, Cynthia W.; George, Marie A.
Journal of Marketing for Higher Education, v13 n1-2 p1-15 2003
A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for organization analysis and development. The conceptual model of the relationship between learning orientation, market orientation and marketing strategy making will lead to a diagnostic model. The diagnostic model can be used as a tool to assess where an institution is now, and what needs to be addressed, in order to bring about change and move the institution toward marketing strategy making. (Contains 1 table.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A