Purpose: In this paper we address two issues facing marketing management: firstly, the need to make marketing a more central function of the firm and secondly to explore ways in which marketing can be more innovative. We do this by investigating the logic of marketing management as practiced by Corporate Marketing Executives (CME). Logics describe the sense making activities of managers which help explain the disparate ways in which marketing managers approach similar marketing problems.

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... logy: The paper develops a framework for analysing managerial decision making. The research applies a Grounded Theory technique and 15 personal in-depth interviews are carried out with top managers in marketing (CMEs) in 3 financial services companies, 3 telecommunications and IT companies and 9 pharmaceutical companies. Findings: Our results suggest 4 main logics: Performance, Communication, Stakeholder and Innovation. These are then defined in terms of management and marketing capabilities. Implications for marketing managers and further research are discussed.