Abstract
Marketology organizational contribution (MOC) as a key component of marketology organizational architecture (MOA) and a consequential piece of the standard marketology canvas (SMC) is covered and explained practically in five sections: (1) Marketology organizational contribution (MOC), (2) Business-based contributions, (3) Marketology-based contributions, (4) Market data, information, knowledge, intelligence, and insight (DIKII) and identification, generation, dissemination, exploitation, and evaluation (IGDEE) services, and (5) Marketology content analysis (engineering). Business-based contributions, marketology-based contributions, market DIKII and IGDEE services are considered as the pieces of MOB canvas. These components first are discussed generally within the business organization context and specifically within the marketology context; they then are exercised in practical sections of “marketology in practice (MIP)”. Finally the key business stakeholders are analyzed as MOC contents include customer, competitor, channel, supplier, company, condition/context, community, media, non-governmental organizations (NGOs), unions, government, collaborator, and so on.
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Aghazadeh, H. (2017). Marketology Organizational Contribution (MOC). In: Principles of Marketology, Volume 2. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54833-7_4
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