The Role of Marketing

  title={The Role of Marketing},
  author={Christine Moorman and Roland T. Rust},
  journal={Journal of Marketing},
  pages={180 - 197}
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in an organization that has a strong market orientation? The authors take the view that though a firm's market orientation is undeniably important, the… 

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