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Are Managers Fighting Their Marketers?

Author

Listed:
  • ALEXANDRA ZBUCHEA

    (College of Management, National University of Political Studies and Public Administration Bucharest, Romania)

  • RARES MOCANU

    (College of Management, National University of Political Studies and Public Administration, Bucharest, Romania)

Abstract

The setting of this paper is provided by a certain confusion regarding the delimitation of the responsibilities of managers from those of marketers. Many companies consider the marketing manager to solely be a link with their advertising and public relations agencies. In addition, marketers are quite commonly accused of spending too much and of being inefficient, of unlawful association with others’ merits, or of intrusion in other positions’ responsibilities. Despite these aspects met in various companies, marketing literature is clear in defining the marketers’ tasks, pointing out that marketing supports managerial strategies and activities. Marketing has lost its influence on business strategies in the last decade, but it seems that new developments happen. The current paper investigates the discussions taking place around the relationships between marketers and corporate governance. The results are useful by identifying communication barriers, as well as ways to improve the cooperation between the marketing department and the rest of the company.

Suggested Citation

  • Alexandra Zbuchea & Rares Mocanu, 2015. "Are Managers Fighting Their Marketers?," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2015_1_5_zbuchea
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    File URL: http://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_1_2015.pdf
    File Function: Revised version, 2015
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    More about this item

    Keywords

    Role of marketing; marketing manager; internal organizational relationships; business environment;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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