Industrial Marketing Organization and the IMP Approach: A Comparative Analysis

During the last IMP Conference it was discussed a s an introduction to the Special Track on Marketing Organization the status of the organiza tional aspect of the marketing function in the business markets (Pardo and Ivens, 2006). At this o ccasion, it was stressed, that this issue was to be linked to the debates stressed by several authors n the decline of this marketing function within companies (Webster, Malter and Ganesan 2005). This paper reviews the writings of three leading authors in the field of marketing organization (Web ster, Piercy, and Homburg) and contrasts it with the IMP view on marketing organization. It conclude s with the development of propositions for further research for IMP scholars interested in mar keting organization.

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