New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business.
Get full access to this article
View all access options for this article.
References
1.
AldersonW. (1957), Marketing Behavior and Executive Action.Homewood, IL: Richard D. Irwin, Inc.
2.
American Marketing Association (1948), “Report of the Definitions Committee,” R. S. Alexander, Chairman, Journal of Marketing, 13 (October), 202–10.
3.
AndersonJames C. and NarusJames A. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, 54 (January), 42–58.
4.
AndersonJames C. and NarusJames A. (1991), “Partnering as a Focused Market Strategy,” California Management Review, 33 (Spring), 95–113.
5.
AndersonPaul F. (1982), “Marketing, Strategic Planning and the Theory of the Firm,” Journal of Marketing, 46 (Spring), 15–26.
6.
ArndtJohan (1979), “Toward a Concept of Domesticated Markets,” Journal of Marketing, 43 (Fall), 69–75.
7.
ArndtJohan (1981), “The Political Economy of Marketing Systems: Reviving the Institutional Approach,” Journal of Macromarketing, 1 (Fall), 36–47.
8.
ArndtJohan (1983), “The Political Economy Paradigm: Foundation for Theory Building in Marketing,” Journal of Marketing, 47 (Fall), 44–54.
9.
BadaraccoJoseph L. (1991), The Knowledge Link: How Firms Compete Through Strategic Alliances.Boston: Harvard Business School Press.
10.
BagozziRichard (1975), “Marketing as Exchange,” Journal of Marketing, 39 (October), 32–9.
11.
BartelsRobert (1962), The Development of Marketing Thought.Homewood, IL: Richard D. Irwin, Inc.
12.
BeckmanTheodore N. and DavidsonWilliam R. (1962), Marketing, 7th ed. New York: The Ronald Press Co. (The original edition of this book was published in 1927 as Principles of Marketing, by Maynard, Weilder, and Davidson.)
13.
BleekeJoel and ErnstDavid (1991). “The Way to Win in Cross Border Alliances,” Harvard Business Review, 69 (November-December), 127–35.
14.
BoydHarper W.Jr. and WalkerOrville C.Jr. (1990), Marketing Management: A Strategic Approach.Homewood, IL: Richard D. Irwin, Inc.
15.
BreyerRalph (1934), The Marketing Institution.New York: McGraw-Hill Book Company, Inc.
16.
CareyJohn and CoyPeter (1991), “The New IBM,” Business Week, 3244 (December 16), 112–18.
17.
CoaseRonald H. (1937), “The Nature of the Firm,” Economica, 4, 386–405.
18.
ConnerKathleen R. (1991), “A Historical Comparison of Resource-Based Theory and Five Schools of Thought Within Industrial Organization Economics: Do We Have a New Theory of the Firm?” Journal of Management, 17 (1), 121–54.
19.
CopelandM. T. (1920), Marketing Problems.New York: A. W. Shaw.
20.
CoreyE. Raymond (1978), Procurement Management: Strategy, Organization, and Decision-Making.Boston: CBI Publishing Co., Inc.
21.
DavisK. R. (1961), Marketing Management.New York: The Ronald Press Co.
22.
DayGeorge S. and KleinSaul (1987), “Cooperative Behavior in Vertical Markets: The Influence of Transaction Costs and Competitive Strategies,” in Review of Marketing, HoustonMichael J., ed. Chicago: American Marketing Association, 39–66.
23.
DayGeorge S. and WensleyRobin (1988), “Assessing Advantage: A Framework for Diagnosing Competitive Superiority,” Journal of Marketing, 52 (April), 1–20.
24.
DevlinGeoffrey and BleakleyMark (1988), “Strategic Alliances—Guidelines for Success,” Long-Range Planning, 21 (5), 18–23.
25.
DruckerPeter F. (1954), The Practice of Management.New York: Harper & Row Publishers, Inc.
26.
DuddyE. A. and RevzanD. A. (1953), Marketing: An Institutional Approach, 2nd ed. New York: McGraw-Hill Book Company.
27.
DwyerF. Robert, SchurrPaul H., and OhSejo (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51 (April), 11–27.
28.
FiolC. Marlene (1991), “Managing Culture as a Competitive Resource: An Identity-Based View of Sustainable Competitive Advantage,” Journal of Management, 17 (1), 191–211.
29.
FordHenry (1922), My Life and Work.New York: Double-day, Page & Company. (Reprinted by Ayer Company, Publishers, Salem, NH, 1987.)
30.
FrazierGary L. (1983), “Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective,” Journal of Marketing, 47 (Fall), 68–78.
31.
FrazierGary L., SpekmanRobert E., and O'NealCharles R. (1988), “Just-in-Time Exchange Relationships in Industrial Markets,” Journal of Marketing, 52 (October), 52–67.
32.
General Electric Company (1991), 1990 Annual Report (March).
33.
GerlachMichael (1987), “Business Alliances and the Strategy of the Japanese Firm,” California Management Review, 30 (Fall), 126–42.
34.
GordonR. A. and HowellJ. E. (1959), Higher Education for Business.New York: Columbia University Press. (This study was sponsored by the Ford Foundation.)
35.
GrantRobert M. (1991), “The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 33 (Spring), 114–35.
36.
HandyCharles (1990), The Age of Unreason.Boston: Harvard Business School Press.
37.
HarriganKathryn R. (1986), Managing for Joint Venture Success.Lexington, MA: Lexington Books.
38.
HoferCharles W. and SchendelDan (1978), Strategy Formulation: Analytical Concepts. St. Paul: West Publishing Company.
39.
HoughtonJames R. (1989), “The Age of the Hierarchy Is Over,” The New York Times (Sunday, September 24), Sec. 3, 3.
40.
HoustonFranklin S. (1986), “That Marketing Concept: What It Is and What It Is Not,” Journal of Marketing, 50 (April), 81–7.
41.
HowardJ. A. (1957), Marketing Management: Analysis and Planning.Homewood, IL: Richard D. Irwin, Inc.
42.
JacksonBarbara B. (1985), “Build Customer Relationships That Last,” Harvard Business Review, 63 (November-December), 120–8.
43.
JohnstonRussell, and LawrencePaul R. (1988), “Beyond Vertical Integration—The Rise of the Value-Adding Partnership,” Harvard Business Review, 66 (July–August), 94–101.
44.
KotlerPhilip (1967), Marketing Management: Analysis, Planning, and Control.Englewood Cliffs, NJ: Prentice-Hall, Inc.
45.
KotlerPhilip and LevySidney J. (1969), “Broadening the Concept of Marketing,” Journal of Marketing, 33 (January), 10–15.
46.
LevittTheodore (1960), “Marketing Myopia,” Harvard Business Review, 38 (July–August), 24–47.
47.
MassyWilliam F. and WebsterFrederick E.Jr. (1964), “Model-Building in Marketing Research,” Journal of Marketing Research, 1 (May), 9–13.
48.
McCarthyE. J. (1960), Basic Marketing: A Managerial Approach.Homewood, IL: Richard D. Irwin, Inc.
49.
McGarryEdmund D. (1950), “Some Functions of Marketing Reconsidered,” in Theory in Marketing, CoxReavis and AldersonWroe, eds. Homewood, IL: Richard D. Irwin, Inc., 268.
50.
McGeeLynn W. and SpiroRosann (1988), “The Marketing Concept in Perspective,” Business Horizons, 31 (May–June), 40–5.
51.
McKennaRegis (1991), “Marketing Is Everything,” Harvard Business Review, 69 (January–February), 65–79.
52.
McKitterickJ. B. (1957), “What Is the Marketing Management Concept?” in The Frontiers of Marketing Thought, BassFrank M., ed. Chicago: American Marketing Association, 71–82.
53.
McNamaraCarlton P. (1972), “The Present Status of the Marketing Concept,” Journal of Marketing, 36 (January), 50–7.
54.
MilesRaymond and SnowCharles (1984), “Fit, Failure, and the Hall of Fame,” California Management Review, 26 (Spring), 10–28.
55.
MilesRaymond and SnowCharles (1986), “Network Organizations: New Concepts for New Forms,” California Management Review, 28 (Spring), 62–73.
56.
MontgomeryDavid B. (1991), “Understanding the Japanese as Customers, Competitors, and Collaborators,” Japan and the World Economy, 3 (1), 61–91.
57.
MontgomeryDavid B. and WeissAllan M. (1991), “Managerial Preferences for Strategic Alliance Attributes,” Research Paper #1134 (August), Graduate School of Business, Stanford University.
58.
OhmaeKenichi (1989), “The Global Logic of Strategic Alliances,” Harvard Business Review, 67 (March–April), 143–54.
59.
PfefferJeffrey, and SalancikGerald R. (1978), The External Control of Organizations.New York: Harper & Row Publishers, Inc.
60.
PiersonF. C. (1959), The Education of American Businessmen.New York: McGraw-Hill Book Company. (This study was sponsored by the Carnegie Foundation.)
61.
PowellWalter W. (1990), “Neither Market Nor Hierarchy: Network Forms of Organization,” Research in Organizational Behavior, 12, 295–336.
62.
PrahaladC. K. and HamelGary (1990), “The Core Competence of the Corporation,” Harvard Business Review, 68 (May-June), 79–91.
63.
RathmellJohn M. (1965), “The Marketing Function,” Chapter 1 in Marketing Handbook, 2nd ed., FreyAlbert Wesley, ed. New York: The Ronald Press Co.1–33.
64.
ShapiroBenson P. (1988), “What the Hell Is Market Oriented?” Harvard Business Review, 65 (November-December), 119–25.
65.
SpekmanRobert E. (1988), “Strategic Supplier Selection: Understanding Long-Term Buyer Relationships,” Business Horizons, 31 (July-August), 75–81.
ThorelliHans (1986), “Networks: Between Markets and Hierarchies,” Strategic Management Journal, 7 (1986), 37–51.
68.
VaileR. S., GretherE. T., and CoxR. (1952), Marketing in the American Economy.New York: The Ronald Press Co.
69.
Van de VenAndrew (1976), “On the Nature, Formation, and Maintenance of Relations Among Organizations,” Academy of Management Review, 1 (October), 24–36.
70.
WebsterFrederick E.Jr. (1984), Industrial Marketing Strategy, 2nd ed. New York: John Wiley & Sons, Inc.
71.
WebsterFrederick E.Jr. (1988), “The Rediscovery of the Marketing Concept,” Business Horizons, 31 (May-June), 29–39.
72.
WebsterFrederick E.Jr. and DeshpandéRohit (1990), Analyzing Corporate Cultures in Approaching the Global Marketplace, Report No. 90–111 (June). Cambridge, MA: Marketing Science Institute.
73.
WeldL. D. H. (1917), “Marketing Functions and Mercantile Organization,” American Economic Review (June), 306–18.
74.
WilliamsonOliver (1975), Markets and Hierarchies.Glencoe, IL: The Free Press.
75.
WomackJames P., JonesDaniel T., and RoosDaniel (1991), The Machine That Changed the World, Harper Perennial Edition. New York: Harper Collins Publishers.
