On the Changing Role of Marketing within the Firm
International Journal of Economics, Finance and Management Sciences
Volume 1, Issue 3, June 2013, Pages: 145-150
Received: Jun. 13, 2013; Published: Jul. 10, 2013
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Author
John M. D. Koster, Professor of Marketing Organization and Implementation at Nyenrode Business University, Breukelen, the Netherlands
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Abstract
The marketing department’s influence has diminished and marketing has less influence on strategic decisions. Marketing is placed mainly in a tactical, executive role. More marketing activities take place outside the conventional marketing department. Reasons for all that are the marketing department’s disappointing performance, lack of accountability and inadequate measurement; the mutual lack of understanding between marketeers and non-marketeers about the meaning, content and scope of marketing; and the inability of marketeers to coordinate the implementation of their plans. The disintegration of marketing can be balanced by small, highly specialized and well educated marketing centres of excellence, which monitor and stimulate market orientation, which direct all dispersed marketing activities, focusing on long-term strategic issues, such as branding, customer loyalty, and innovation. This requires marketeers to understand more about the challenges of organizational change.
Keywords
Marketing Organisation, Marketing Implementation, Marketing Planning
To cite this article
John M. D. Koster, On the Changing Role of Marketing within the Firm, International Journal of Economics, Finance and Management Sciences. Vol. 1, No. 3, 2013, pp. 145-150. doi: 10.11648/j.ijefm.20130103.13
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