Iverson, Roderick D.; McLeod, Colin S.; Erwin, Peter J. - In: Marketing Intelligence & Planning 14 (1996) 3, pp. 36-44
Believes that organizations need to match their internal marketing programmes to fit with their external marketing orientation. According to the contingency view of marketing, we can achieve organizationally desirable outcomes, by managing the factors that lead to “mediators” in the form of...