Can I read Top Management's Concerns about Marketing: Issues for the 1980's on EtoBox?
Top Management's Concerns about Marketing: Issues for the 1980's by Frederick E. Webster is a Business, Management and Accounting article available to read on EtoBox.
What is Top Management's Concerns about Marketing: Issues for the 1980's about?
## THIS article reports the findings of a study of top managers' views of the marketing function. The potential value of these findings lies in that they focus attention on a number of issues of concern to top management, helping to define research hypotheses and productive areas of inquiry. Many of these issues have not received the research attention they need and deserve. It is valuable, from time to time, for marketing academicians to attempt a validity check on their own views of the field as compared with marketing managers who are an important set of beneficiaries, ultimately, of the results of research in marketing (and who frequently provide the financial support needed to conduct the research). How else can academicians be sure that their efforts are meaningful and useful? Are we concerned about and working in areas that management is interested in? It also is helpful to know which issues will be most likely to generate management interest and support in the future.
Who reads Top Management's Concerns about Marketing: Issues for the 1980's?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Frederick E. Webster
- Publisher
- SAGE Publications
- Published
- 1981
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)