Marketing in moderation- The marketing concept and the organization's structure

This paper discusses the marketing concept and its impact on the strategy and structure of the business organization. The popular dictum that every firm should implement the marketing concept in its extreme form is challenged. Considerations of the overall structure of the firm, the time period in question, the amount of resources available are included in the determination of the degree of implementation which should be made. Finally, the conclusion indicates that the popular view that a change in environment necessitates a change in the organizational structure should be modified. The cost may be too great for the benefits derived. © 1979.

Duke Scholars

Author Richard M. Burton Fuqua School of Business