Understanding the Marketing Department's Influence within the Firm

  title={Understanding the Marketing Department's Influence within the Firm},
  author={Peter C. Verhoef and Peter S. H. Leeflang},
  journal={Journal of Marketing},
  pages={14 - 37}
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 that the customer-connecting role of the marketing department increases its influence, though this role is important for shaping the firm's… 

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