The following papers are available to read. The most recent additions appear at the top of the listing.
Marketing is seen by many people as the way of doing business.
Chris Macrae suggests that , in terms of organisational politics, integrated new marketing requires a company leader whose visionary and rigourous authority overwrites an organisation's cultural hangover from financial management's term of governance. New interactive marketing must revolve round a transformation in organisational learning. In the 1990's there has been a growing need to respond to the paradigm shifts in flexible specialisation and the network economy. Harri Jaskari outlines the thinking behind changes to local business support through the formation of strong clusters and networks. He suggests that the concept of clusters create the basement of competitive edge, and the concept of networks makes possible an increase in that competitive edge.