La Revue des Sciences Commerciales
Volume 20, Numéro 1, Pages 42-59
2021-06-07
Modeling Specific To Marketing Structuring: A Reflection On Its Determinants
Authors : Cheurfa Sadika . Bouyoucef-barr Djamila .
Abstract
Few academic studies have tackled the organizational aspects of marketing. Thus, this article aims to address this shortcoming of information and present an operating model that offers a comprehensive view of marketing structuring. It also helps know what relationship can emerge between the structural dimensions of marketing and the contextual characteristics; by drawing on the conceptions of the contingency theory of organizations and examining the various previous research on the subject of marketing structuring. This work can be seen as a first step of a preparatory study to test our new conceptual model and to investigate it in an empirical way within Algerian companies.
Keywords
structure ; marketing ; contingency ; conceptual model
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