Abstract
The case raises issues concerning organization of the marketing function. It describes the evolution of the marketing organization, and discusses the experience with recent organizational arrangements. A novel form of organization, involving parallel organizations for new products and established products, adopted by the company is discussed.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0197(B) |
| Title | Pragati Chemicals (B) |
| Pages | 9 |
| Published on | Jan 1, 1977 |
| Authors | Bhandari, Labdhi R; |
| Area | Marketing (MAR) |
| Discipline | Marketing, Organizational Behaviour |
| Sector | Manufacturing |
| Country | India |
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