Changing 'deliveryscapes' in marketing

Date of publication: June 15, 1997


Much is happening in the way firms are (re)organising in order to best manage marketing activity, in how companies are reshaping their marketing departments in the light of a changing marketing landscape, and in the manner they are structuring themselves to deliver first rate marketing. This paper seeks to examine and document some of these developments. The paper first looks at relevant conceptual underpinnings in the changing nature of organisation, the rise of business process redesign and of 'process' approaches to organisation. It then examines the case histories of four diverse firms, and offers guidelines to the marketing manager seeking to understand and manage marketing's new 'deliveryscapes'.

Aidan O'Driscoll


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