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The mental footprint of marketing in the boardroom
Journal of Service Management
Purpose: Marketing researchers continue to debate the significance of the managerial relevance of marketing, especially in the boardrooms. Despite a growing number of published papers on the topic, it is surprising that there are virtually none on mental models. Approach: The paper presents mental models as a perspective to discuss marketing's position in companies, and reflects on the marketing mental models of boardroom members and top management. Findings: The paper addresses marketing'sdoi:10.1108/josm-01-2014-0033 fatcat:ft3fm3asdjggjglkaxy46tze7a