The marketing function has become less visible at a corporate level while it has become an integral part of a business unit in a multi-divisional company. This paper’s objective is to understand the role played by the marketing function at a business unit level. The study indicates that some marketing activities are getting folded under a sales function while others move toward a product management function.
CITATION STYLE
Kono, K. (2015). The Changing Role of Marketing Function at Business Unit Level within Manufacturing Companies. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 7–12). Springer Nature. https://doi.org/10.1007/978-3-319-11845-1_2
Mendeley helps you to discover research relevant for your work.