The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
The Changing Role of Marketing in the Corporation
Abstract
New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business.
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Citations
Cites
Coase, R. H. (1937) · Economica · doi:10.1111/j.1468-0335.1937.tb00002.x · Cited by 23,972
The resource-based theory of competitive advantage: Implications for strategy formulation
Grant, R. M. (1991) · California Management Review · doi:10.2307/41166664 · Cited by 9,699
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
Cited by
Evolving to a New Dominant Logic for Marketing
Vargo, S. L., & Lusch, R. F. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.1.24036 · Cited by 14,779
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
Chaudhuri, A., & Holbrook, M. B. (2001) · Journal of Marketing · doi:10.1509/jmkg.65.2.81.18255 · Cited by 6,674
The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships
Garbarino, E., & Johnson, M. S. (1999) · Journal of Marketing · doi:10.1177/002224299906300205 · Cited by 4,899
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Metadata
- Authors
- Webster, F. E.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1992-10
- Volume
- 56
- Issue
- 4
- Pages
- 1-17
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2073287502
- Cited by
- 2,768
- References
- 3
- FWCI
- 200.64
- Type
- journal article
- Language
- en
- Open access
- closed
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- Webster, F. E. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing. https://doi.org/10.1177/002224299205600402
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
