Getting Marketing back into the boardroom: The influence of the marketing department in companies today

Peter C. Verhoef; Peter S.H. Leeflang

doi:10.2478/gfkmir-2014-0069

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Getting Marketing back into the boardroom: The influence of the marketing department in companies today

NIM Marketing Intelligence Review

Volume 2 (2010): Issue 1 (May 2010)

By: Peter C. Verhoef and Peter S.H. Leeflang

Open Access

|Jul 2014

Abstract

What influence do marketing departments have in companies today? Which factors determine this influence? These are the issues discussed in the present article. Empirical evidence based on data from companies in the Netherlands demonstrates that accountability, innovativeness and customer connections are the three major drivers of influence. The need for a strong marketing department within companies is also discussed, supported by empirical data.

References

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Articles in this issue

DOI: https://doi.org/10.2478/gfkmir-2014-0069 | Journal eISSN: 2628-166X

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Language: English

Page range: 34 - 41

Published on: Jul 19, 2014

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

marketing function cooperation,

market orientation,

marketing capabilities,

business performance

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2014 Peter C. Verhoef, Peter S.H. Leeflang, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 2 (2010): Issue 1 (May 2010)