Understanding the Marketing Department’s Influence Within the Firm

@inproceedings{Verhoef2009UnderstandingTM,
  title={Understanding the Marketing Department’s Influence Within the Firm},
  author={Peter C. Verhoef and Peter S. H. Leeflang},
  year={2009}
}
Increasing debate centers on the decreasing influence of the marketing department within firms. This study investigates such influence and assesses its determinants and consequences. The results show that the accountability and innovativeness of the marketing department represent the two major drivers of its influence. However, the results do not indicate… CONTINUE READING