Abstract
The study identifies four types of marketing functions based on the efforts they dedicate to seven generic marketing roles. The four types of marketing functions are denoted as follows: (1) the broadly-based; (2) the hesitant; (3) the traditional and (4) the market-creating marketing function. All four types of marketing functions directly influence the company's results, but there is considerable variation in the composition of the roles within each type of marketing function, their use and impact on the company's results. The findings of this study indicate that marketing functions are heterogeneous, and the effect achieved from investing in any given role therefore varies. The primary managerial implication is a need for prioritisation of the marketing roles with a view to maximise the marginal impact on the company's results, but also to decide if the marketing function would benefit from shifting between different types of marketing functions by prioritising some roles differently.
| Original language | English |
|---|---|
| Journal | Danish Journal of Management & Business |
| Volume | 79 |
| Issue number | 1 |
| Pages (from-to) | 45-69 |
| ISSN | 2246-3887 |
| Publication status | Published - 2015 |
Cite this
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Prioritisation of Marketing Investments in Different Types of Marketing Functions. / Martensen, Anne; Mouritsen, Jan.
In: Danish Journal of Management & Business, Vol. 79, No. 1, 2015, p. 45-69.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Prioritisation of Marketing Investments in Different Types of Marketing Functions
AU - Martensen, Anne
AU - Mouritsen, Jan
PY - 2015
Y1 - 2015
N2 - To elucidate how the marketing function's efforts influence the company's results, marketing functions are classified according to their role mix. The impact of the types is studied on the basis of an empirical study among 395 marketing managers.The study identifies four types of marketing functions based on the efforts they dedicate to seven generic marketing roles. The four types of marketing functions are denoted as follows: (1) the broadly-based; (2) the hesitant; (3) the traditional and (4) the market-creating marketing function. All four types of marketing functions directly influence the company's results, but there is considerable variation in the composition of the roles within each type of marketing function, their use and impact on the company's results. The findings of this study indicate that marketing functions are heterogeneous, and the effect achieved from investing in any given role therefore varies. The primary managerial implication is a need for prioritisation of the marketing roles with a view to maximise the marginal impact on the company's results, but also to decide if the marketing function would benefit from shifting between different types of marketing functions by prioritising some roles differently.
AB - To elucidate how the marketing function's efforts influence the company's results, marketing functions are classified according to their role mix. The impact of the types is studied on the basis of an empirical study among 395 marketing managers.The study identifies four types of marketing functions based on the efforts they dedicate to seven generic marketing roles. The four types of marketing functions are denoted as follows: (1) the broadly-based; (2) the hesitant; (3) the traditional and (4) the market-creating marketing function. All four types of marketing functions directly influence the company's results, but there is considerable variation in the composition of the roles within each type of marketing function, their use and impact on the company's results. The findings of this study indicate that marketing functions are heterogeneous, and the effect achieved from investing in any given role therefore varies. The primary managerial implication is a need for prioritisation of the marketing roles with a view to maximise the marginal impact on the company's results, but also to decide if the marketing function would benefit from shifting between different types of marketing functions by prioritising some roles differently.
UR - http://sfx.lib.cbs.dk:3210/sfxlcl3?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=27460000001000712&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes
M3 - Journal article
VL - 79
SP - 45
EP - 69
JO - Ledelse & Erhvervsoekonomi
JF - Ledelse & Erhvervsoekonomi
SN - 0902-3704
IS - 1
ER -