Les travaux actuels portant sur le marketing management sont fondés implicitement sur une perspective contingente ou structurelle/fonctionnaliste des organisations. Néanmoins, le champ de recherche sur le comportement organisationnel, dont découle une telle approche, s'est fortement développé à partir de la modélisation théorique et de la recherche empirique sur la culture d'organisation. Les auteurs procèdent à une revue de cette littérature émergente sur la culture d'organisation, l'intègrent dans un cadre conceptuel, pour ensuite dégager les priorités de la recherche marketing qui s'appuie sur les cinq paradigmes culturels que sont: le management comparatif, le management contingent, l'approche cognitive, le symbolisme organisationnel et l'analyse structurelle/psychodynamique.
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