Abstract
Marketing researchers have recently called for an increased role for marketing in the strategic planning process. This paper presents a concept, the link pin, which should enable marketing to take the lead in strategic planning within the firm. Both the philosophical and structural dimensions of the concept are discussed as well as personality characteristics needed to successfully fill the link pin position. Finally, six propositions concerning the link pin are presented along with a method for testing the propositions.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Baker, T.L., Cronin, J.J. (2015). Increasing the Interfunctional Role of Marketing in Strategic Planning: an Application of the Link Pin Concept. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_48
Download citation
DOI: https://doi.org/10.1007/978-3-319-17046-6_48
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
eBook Packages: Business and EconomicsBusiness and Management (R0)