Innovative Marketing Organization is Essential in Company Performance

摘要：

With the rapid development of customers needs,globalization and technology,market competition among the firms becomes fiercer.At this time,enterprises marketing capability has already exceeded productivity and R&D capability and become the most important capability of enterprise to win the competition.Marketing capability is based on the rationality of enterprises marketing organization.This paper analysis the factors which affect marketing capability and the type of marketing organization,then design,manage and innovate marketing organization in order to create the market-driven enterprise organization to improve enterprises marketing capability,to cultivate,maintain and renew enterprises sustainable competitive advantage.

关键词： Marketing capability Marketing organization innovation

作者: ZUO Li LIU Yan Ping

作者单位: School of Economics & Management,BeLJing JiaoTong University,Beijing,China 100044

会议类型: 国际会议

会议名称: 2007 International Conference on Management Science and Engineering(2007管理科学与工程国际学术会议)

会议地点: 河南焦作

会议语种:英文

页码: 1102-1106

在线出版日期: 2007-08-20（万方平台首次上网日期，不代表论文的发表时间）