The Organization of Marketing: A Study of Decentralized, Devolved and Dispersed Marketing Activity*
研究了企业内部营销活动的分散化现象，通过案例发现了一种由一线兼职营销人员驱动的社区导向营销组织形式，对理论和实践有启示。
ABSTRACT Despite a priority research grading by the Marketing Science Institute, the issue of marketing organization is bewilderingly under explored. Whilst advances have been made in conceptualizing marketing organization in networks of large trans‐national corporations, recent research has highlighted the paucity of empirical work into the intra‐firm dispersion of marketing activities. This study is designed to examine just this issue. The aim is to develop data‐grounded insights into the organization and dispersion of marketing activities. A case study finds an unusual form of marketing organization. This form of marketing organization is characterized by the decentralization, devolution and dispersion of community‐oriented marketing management activities driven by empowered operational‐level part‐time‐marketers who either adopt a traditional mix‐management approach or more rarely a relational approach. These findings lead to a range of interesting implications for theorists and practitioners.