Column 7 · Organization and Implementation · Era 4, Orientation and Relationships (1990s)
Role of Marketing
Implementation, process · Landmark · Cluster III, Organization and Programs
Description
Webster traced the changing role of marketing in the corporation from a function to a set of processes within network organizations, and Moorman and Rust showed that the marketing function contributes to performance through its role in connecting the customer to the product, to service delivery, and to financial accountability.
Managerial Implications
Marketing's value to the firm lies in connecting the customer to the product, to service delivery, and to financial accountability, not in owning a function. As organizations flatten and partner, marketing becomes a cross-functional responsibility with a dedicated group that brings customer knowledge to every decision. Define marketing's role explicitly, including its link to finance, or it will default to communications.