THE OTHER SIDE OF THE COIN IN AN ORGANIZATION - WIDE MARKETING CONCEPT
Küçük Resim Yok
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Research Center Public Adm & Public Service
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Marketing department's influence, marketing function, market orientation
Kaynak
Management Research And Practice
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
12
Sayı
1
