Structuration de la fonction commerciale dans les moyennes entreprises : une étude empirique

Abstract

In line with the research stream dealing with French medium firms, this paper treats of the structures of the marketing function. The field investigation carried out on 84 French medium firms brings to light three classes. These classes differ about size, the nature of the relation between the firm and its major customer, and about environmental scanning. Further investigations are proposed.medium firms;structures;marketing function