Acceso usuarios
John M. Rudd, Matti Jaakkola, Greg W. Marshall
Early in the 1980s, a series of seminal articles (Anderson, 1982; Day and Wensley, 1983; Jain, 1983) provided the first solid push towards establishing the research domain that presently encompasses: [...] the study of organizational, inter-organizational and environmental phenomena which are of crucial importance to organizations from the standpoint of their long-term performance, and concerned with: the behaviors of organizations in the marketplace in their interactions with consumers, customers, competitors and other external constituencies in the context of the creation, communication and delivery of products that offer value to customers in exchanges with organizations, and the general management responsibilities of the marketing function in organizations that align with its boundary spanning role (Varadarajan, 2015, p. 86). [...]we see the future of strategic marketing as very bright.
