Getting Marketing back into the boardroom: The influence of the marketing department in companies today

Verhoef Peter C. () and Leeflang Peter S.H. ()
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Verhoef Peter C.: Customer Based Marketing, Faculty of Economics and Business, University of Groningen
Leeflang Peter S.H.: Faculty of Economics and Business, University of Groningen and also holds the BAT-chair in marketing at Luiss-Guido Carli, Rome, Italy

NIM Marketing Intelligence Review, 2010, vol. 2, issue 1, 34-41

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.

Keywords: marketing function cooperation; market orientation; marketing capabilities; business performance (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:2:y:2010:i:1:p:34-41:n:5

DOI: 10.2478/gfkmir-2014-0069

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