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Marketing and organizational learning - exploring the connections
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-3310-305X
2013 (English)In: Confronting Contemporary Business Challenges Through Management Innovation / [ed] Vrontis, D, Weber, Y & Tsoukatos, E, EuroMed Presss , 2013, p. 1346-1358Conference paper, Published paper (Refereed)
Abstract [en]

In marketing theory, the traditional transaction perspective has gradually been replaced by an interest in relationships as highlighted in the development of relationship marketing and the service dominant logic of marketing. While transaction marketing focuses on an objective level of marketing, relationship marketing focuses on the process between the object and the subject in terms of their relationship. However, the perspective of the subject, the marketers themselves, has long been absent. Development of the marketers as subjects should constitute a learning process in the marketing organization. Learning processes in organizations are studied in the field of organizational learning. The purpose of this paper is to explore the connections between marketing and organizational learning. The paper is conceptual and based on a literature review of theories of marketing history and development as well as organizational learning. It is found that there are important connections between the two fields and a tentative model combining them is proposed.

Place, publisher, year, edition, pages
EuroMed Presss , 2013. p. 1346-1358
Keywords [en]
Marketing, organizational learning, marketing history, marketing theory, relationship marketing, service dominant logic of marketing, self-actualization marketing
National Category
Economics and Business
Research subject
Economy, Marketing; Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-70988ISI: 000338727100076ISBN: 978-9963-711-16-1 (print)OAI: oai:DiVA.org:lnu-70988DiVA, id: diva2:1183739
Conference
6th Annual Conference of the EuroMed Academy of Business, September 23rd-24th, 2013, Estoril, Cascais, Portugal
Available from: 2018-02-19 Created: 2018-02-19 Last updated: 2018-02-19Bibliographically approved

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Lagrosen, Stefan

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf