Abstract
Organisation for effective marketing is a subject that is fraught with difficulty, largely because all companies and all markets are different. The complexities arising from the possible combinations of product, market, geography, function and size make it impossible to be prescriptive about the way a company should organise for marketing. Nonetheless, there are some abiding general principles.
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© 1995 Martin Christopher and Malcolm McDonald
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Christopher, M., McDonald, M. (1995). Organisation and Control of Marketing. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-23858-3_21
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DOI: https://doi.org/10.1007/978-1-349-23858-3_21
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-62587-3
Online ISBN: 978-1-349-23858-3
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