This study critically examines the widely-held view that the role of marketing in corporations is in decline. Based on … interviews and discussions with top marketing executives and chief executive officers from a broad sample of leading U.S. and … global corporations, we describe major changes that are occurring in the organization and management of marketing activities …

This paper focuses on marketing expenditures and their relation with R&D investments and innovative sales. A higher … in a macro sense, an increase of GDP. This paper raises the issue that good innovation need a strong marketing effort in … evidence that marketing expenditures explain a lot of the success of the innovation 0.5 to 0.7% (measured in terms of the …

and medium-sized companies of plans for a quasi-experimental testing tool (Marketing self-diagnostic tool ) constructed … for the diagnosis and self-diagnosis of individual attitudes, knowledge, skills and needs in the field marketing … innovation and marketing innovation MSME entrepreneurs. The study was carried out using a triangulation approach to the methods …