Organizing for Marketing Excellence
作者回顾了过去25年关于营销组织的学术研究，指出营销组织是公司与市场的接口，也是营销工作执行的地方。研究聚焦于营销组织的四个要素：能力、配置（包括结构、指标和激励）、文化以及营销领导力和人才的人力资本。作者提出，这四个要素通过营销战略过程中的七项活动（7As）被调动起来，这些活动包括：预测市场变化、调整战略以保持竞争优势、使组织与战略和市场对齐、激活有效执行、确保结果问责、吸引资源以及管理营销资产。公司在这七项活动上的管理表现决定了营销组织的绩效回报。作者还概述了未来研究重点，涉及营销组织要素、它们的整合以及对7As的影响，为研究如何组织以实现卓越营销提供了方向。
Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future research priorities outlined for the elements of marketing organization, their integration, and their impact on the 7As offer directions for the study of organizing for marketing excellence.