THE OTHER SIDE OF THE COIN IN AN ORGANIZATION - WIDE MARKETING CONCEPT

Meziyet Uyanik () and Cemal YÃœKSELEN ()
Additional contact information
Meziyet Uyanik: Beykent University, Istanbul, Turkey
Cemal YÃœKSELEN: Beykent Universtiy,Istanbul, Turkey

Management Research and Practice, 2020, vol. 12, issue 1, 62-77

Abstract: This study examines the role of the marketing department in businesses that adopt a marketing-oriented approach, and how three performance indicators, namely relative customer satisfaction, market effectiveness, and profitability are affected by the different levels of influence that the marketing department has in terms of participating in strategic decision-making. Data was collected via a survey of businesses from the top 500 and second top 500 businesses lists announced by the Istanbul Chamber of Industry, which counts the leading industrial businesses of Turkey among its members. Simple and multiple regression analyses were conducted using the SPSS 20 to test the effects in question. It was found that when the marketing department has little say in the making of strategic decisions in highly market-oriented businesses, it has a negative effect on business performance, and when the marketing department is more influential in the making of these decisions, there will be a positive contribution to performance (in terms of customer satisfaction and market effectiveness). The findings of the study point to the other side of the coin regarding the performance effects of an organization-wide marketing concept. The indication is that strong market orientation needs to be supplemented with an influential marketing department and that managers would be well-advised to retain the integration and coordination roles of a marketing department.

Keywords: Marketing department’s influence; marketing function; market orientation (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mrp.ase.ro/no121/f5.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rom:mrpase:v:12:y:2020:i:1:p:62-77

Access Statistics for this article

Management Research and Practice is currently edited by Colesca Sofia

More articles in Management Research and Practice from Research Centre in Public Administration and Public Services, Bucharest, Romania Contact information at EDIRC.
Bibliographic data for series maintained by Colesca Sofia ().