Marketing Departments

Paper Summary:

This paper discusses the evolution of the marketing department and how the Internet and eCommerce practices have impacted contemporary marketing organization. It looks at how by seeking tighter integration of operations and improved efficiency across the enterprise, many b-to-b companies are restructuring their marketing organizations and putting new executives in charge.

From the Paper:

"In the late 1960's the concept of strategic marketing was developed at Harvard University through the joint efforts of academic experts and forward thinking business executives (Slater, 2005, p. 23). According to Slater et al (2005), since its inception, the ideology of marketing has been revised, modified, and renamed with titles such as "marketing philosophy", "market drive", customer intimacy", marketing concept", and "customer focus" (p. 22). The evolution of marketing soon led to the development of marketing orientation. The birth of marketing orientation was perpetuated in the 1970's by the notion that business processes are driven by the needs and wants of consumers."

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