The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary

The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name.

 
       
         
    STUDIA NEGOTIA - Issue no. 1 / 2015  
         
  Article:   ARE MANAGERS FIGHTING THEIR MARKETERS?.

Authors:  .
 
       
         
  Abstract:  VIEW PDF: ARE MANAGERS FIGHTING THEIR MARKETERS?

The setting of this paper is provided by a certain confusion regarding the delimitation of the responsibilities of managers from those of marketers. Many companies consider the marketing manager to solely be a link with their advertising and public relations agencies. In addition, marketers are quite commonly accused of spending too much and of being inefficient, of unlawful association with others’ merits, or of intrusion in other positions’ responsibilities. Despite these aspects met in various companies, marketing literature is clear in defining the marketers’ tasks, pointing out that marketing supports managerial strategies and activities. Marketing has lost its influence on business strategies in the last decade, but it seems that new developments happen. The current paper investigates the discussions taking place around the relationships between marketers and corporate governance. The results are useful by identifying communication barriers, as well as ways to improve the cooperation between the marketing department and the rest of the company. 

Keywords: Role of marketing, marketing manager, internal organizational relationships, business environment.
 
         
     
         
         
      Back to previous page