Organisational Structure and Marketing

One of the problems associated with managing marketing in organisations occurs when deciding exactly how marketing should fit within the existing, and developing, structure of the organisation. The first problem concerns whether or not to have a specific marketing department at all. If it is thought that this is the right option, the second decision is judging what scope, or range of activities, it should oversee. Once a department’s overall responsibilities have been determined, the third step is to decide how it should be structured and who should do what job. If it is felt that a discrete marketing department is not appropriate, establishing and maintaining strong marketing orientations and leadership throughout the organisation becomes more than usually important.