Understanding the marketing concept as organizational culture
Gregory B. Turner
(Livingston University, Livingston, Alabama, USA)
Barbara Spencer
(Mississippi State University, Mississippi, USA)
6542
Abstract
Answers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational symbolism paradigm. Then applies this perspective through techniques for implementing the marketing concept.
Keywords
Citation
Turner, G.B. and Spencer, B. (1997), "Understanding the marketing concept as organizational culture", European Journal of Marketing, Vol. 31 No. 2, pp. 110-121. https://doi.org/10.1108/03090569710157089
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited