Abstract
What influence do marketing departments have in companies today? Which factors determine this influence? These are the issues discussed in the present article. Empirical evidence based on data from companies in the Netherlands demonstrates that accountability, innovativeness and customer connections are the three major drivers of influence. The need for a strong marketing department within companies is also discussed, supported by empirical data.
| Original language | English |
|---|---|
| Pages (from-to) | 34-41 |
| Number of pages | 8 |
| Journal | GfK Marketing Intelligence Review |
| Volume | 2 |
| Issue number | 1 |
| Publication status | Published - 2010 |
Keywords
- marketing function
- cooperation
- market orientation
- marketing capabilities
- business performance