Modeling specific to marketing structuring : a reflection on its determinants

الملخص EN

Few academic studies have tackled the organizational aspects of marketing.

Thus, this article aims to address this shortcoming of information and present an operating model that offers a comprehensive view of marketing structuring.

It also helps know what relationship can emerge between the structural dimensions of marketing and the contextual characteristics; by drawing on the conceptions of the contingency theory of organizations and examining the various previous research on the subject of marketing structuring.

This work can be seen as a first step of a preparatory study to test our new conceptual model and to investigate it in an empirical way within Algerian companies.