Marketing: the need to contribute to overall business effectiveness

Abstract

Considers the position of the marketing function in the overall operation of large companies in the UK. Suggests that there is a general perception that marketing has lost ground in comparison with other business disciplines. Concludes that there is a need for the marketing profession to re‐examine itself and its role and to adapt itself to the many changes it faces in the modern situation.

Citation

Grant, A. (1996), "Marketing: the need to contribute to overall business effectiveness", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 3, pp. 7-11. https://doi.org/10.1108/EUM0000000004296