Marketing Management, 16th Edition

The Role of Marketing in the Organization

A key task for any business is defining the role that marketing will play in the organization. A company must decide what overarching philosophy will guide a company’s marketing efforts, determine how to organize and manage the marketing department, and, ultimately, find the best means to build a customer-centric organization that can deliver value to company stakeholders.27

What philosophy should guide a company’s marketing efforts? Let’s first review the evolution of marketing philosophies.

• The production concept is one of the oldest concepts in business. It holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving ...