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

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dc.contributor.authorUyanik, Meziyet
dc.contributor.authorYukselen, Cemal
dc.date.accessioned2024-03-13T10:33:30Z
dc.date.available2024-03-13T10:33:30Z
dc.date.issued2020
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.endpage77en_US
dc.identifier.issn2067-2462
dc.identifier.issue1en_US
dc.identifier.startpage62en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3999
dc.identifier.volume12en_US
dc.identifier.wosWOS:000512112600005en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherResearch Center Public Adm & Public Serviceen_US
dc.relation.ispartofManagement Research And Practiceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMarketing department's influenceen_US
dc.subjectmarketing functionen_US
dc.subjectmarket orientationen_US
dc.titleTHE OTHER SIDE OF THE COIN IN AN ORGANIZATION - WIDE MARKETING CONCEPTen_US
dc.typeArticleen_US

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