Importance
of Marketing Functions in a Company
Vilnius's article
analyzes how top managers of companies importance on advertising and marketing
characteristics and certain types of advertising and marketing activities.
These kinds include typical areas of four
P's as well as
advertising and marketing making plans and marketing studies activities. The
research on a survey of 144 top-level managers of groups that function in
Lithuania. Managers evaluated marketing plans and price management because of
the maximum essential advertising capabilities, while product management,
marketing research, and communications control seemed less critical. The
evaluation based totally on traits of companies and their markets disclosed more
significant differences in opinions. Managers of subsidiaries evaluated
communication, making plans, and research activities as being of greater importance.
Managers of small agencies (under 50 personnel)rated almost all advertising
activities as less critical to them than managers of medium-length or large organizations.
A lot of changes in assessments were resolute between manufacturing, alternate,
and service groups. Data also confirmed that managers of growing companies typically
higher evaluated marketing planning, product management, and communication sports.
The authors summarize that better reviews of some marketing activities (others
last same) may be responsible for the boom of businesses. Since this can't be
re-plated with anything single feature of a company, authors count on that
better reviews and rumble triggered with the aid of a more excellent general quality
of management
Universal control
sophistication.
Keywords:
Publicity functions, organization complexity, factors of
sales upsurge.
Introduction and literature review
Results of sports of companies depend on numerous
interrelated inner and outside effects. The analysis is a consistent challenge for
both academicians and practitioners. However, the very complex nature of the
sub- get calls for dividing the difficulty into extra narrow aspects of
research. Nevertheless, the scope of advertising and marketing sports and their
effects continues to be extremely large and hardly ever can be analyzed as an
entire. One of the methods to cowl the logical part of this extensive
photograph lies through analysis of marketing feature significance from the
standpoint of top managers of groups. Evaluation of advertising function importance
as an entire, as well as one after the other by its more narrowly defined
activities, appears to be a relevant approach-ology for understanding the
maximum ordinary managerial stereotypes and referring to them with preferred
consequences (out- places) of companies' activities.
Many people speak courting between advertising and finance functions
or model economic effects of advertising and marketing activities (Sheth,
Sharma 2001; Uzelac, Sudarevic 2006; Rust, Ambler, Carpenter, Kumar, Srivastava,
2004; Weinzimmer, Bond III, Houston, Nystrom 2003). In other instances
marketing feature is associated with functionswhich can be ‚closer 'to it, commonly – with income (Rouziès,
Anderson, Kohli, Michaels, Weitz, Zoltners 2005), Dewsnap, Jobber 2000), with
public relations (Grunig, J.A, Grunig, L.A 1998), new product development
(Song, Montoya-Weiss, Schmidt 1997) or with the function of operations (Piercy,
Rich, 2004) and purchasing (Hawes, Baker, d'Amico, 2006).
