Strategic and Tactical Marketing
What is the Participation of the Marketing Department within Organizations?
Keywords:
Marketing role. Strategic Marketing. Tactical Marketing. Multiple case studiesAbstract
Given the various discussions about what should be the marketing activities for it to regain strategic importance within organizations, the aim of this study is to investigate the performance of the marketing department in different companies. In order to accomplish it, the method was based on multiple case studies in which eight propositions on what should be the tactical and strategic marketing activities were investigated in 13 companies. We also assessed the perception of executives from other departments in relation to the marketing’s contribution to the development of the company. The results show that in some companies marketing has no strategic role; while in others it is vital, proving the importance of the marketing department, when it is well structured.
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