THE OTHER SIDE OF THE COIN IN AN ORGANIZATION - WIDE MARKETING CONCEPT
THE OTHER SIDE OF THE COIN IN AN ORGANIZATION - WIDE MARKETING CONCEPT

Summary/Abstract: This study examines the role of the marketing department in businesses that adopt a marketing-oriented approach, and how three performance indicators, namely relative customer satisfaction, market effectiveness, and profitability are affected by the different levels of influence that the marketing department has in terms of participating in strategic decision-making. Data was collected via a survey of businesses from the top 500 and second top 500 businesses lists announced by the Istanbul Chamber of Industry, which counts the leading industrial businesses of Turkey among its members. Simple and multiple regression analyses were conducted using the SPSS 20 to test the effects in question. It was found that when the marketing department has little say in the making of strategic decisions in highly market-oriented businesses, it has a negative effect on business performance, and when the marketing department is more influential in the making of these decisions, there will be a positive contribution to performance (in terms of customer satisfaction and market effectiveness). The findings of the study point to the other side of the coin regarding the performance effects of an organization-wide marketing concept. The indication is that strong market orientation needs to be supplemented with an influential marketing department and that managers would be well-advised to retain the integration and coordination roles of a marketing department.

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