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Der Fall der Marketingorganisation
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Die Frage nach der Organisation des Marketings stellt sich fr jede Unternehmung. Cedric El-Idrissi untersucht die Einflussgren fr das Vorliegen einer Marketingorganisation, deren Einbindung in die Unternehmung sowie die Gestaltung innerhalb des Marketingbereiches. Basierend auf einer Lngsschnittuntersuchung von ber 200 Unternehmen prsentiert der Autor empirische Ergebnisse zur aktuellen Diskussion ber den Fall beziehungsweise den Bedeutungsverlust des Marketings innerhalb der Unternehmung.
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