Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

Srivastava, R K and Shervani, T A and Fahey, L (1999) Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing. Journal of Marketing, 63 (4_supp). pp. 168-179.

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Abstract

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers—product development management, supply chain management, and customer relationship management—which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice.

Affiliation: Indian School of Business
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ISB Creators
ORCiD
Srivastava, R K
https://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of University of Texas.
Uncontrolled Keywords: Marketing, Business Processes,Shareholder Value
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 08 May 2019 11:31
Last Modified: 08 May 2019 11:31
URI: http://eprints.exchange.isb.edu/id/eprint/931
Publisher URL: https://doi.org/10.1177/00222429990634s116
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0022-2429/
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