Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure

@article{Homburg2000FundamentalCI,
  title={Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure},
  author={Christian Homburg and John P. Workman and Ove Jensen},
  journal={Journal of the Academy of Marketing Science},
  year={2000},
  volume={28},
  pages={459-478}
}
There has been growing interest in the future of marketing and changes in marketing’s organization and role within the firm. However, there has not been research that holistically explores key changes in marketing organization. The authors draw on qualitative interviews with 50 managers in the United States and Germany and argue that changes in marketing organization that have been discussed in isolation are part of a more general shift toward customer-focused organizational structures. They… CONTINUE READING

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