The Changing Role of Marketing in the Corporation
批判了基于微观经济最大化范式的传统营销管理职能，提出营销应聚焦于管理战略合作、在价值链中定位企业以传递卓越客户价值，并将客户关系视为关键战略资源。
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.