Is marketing department important for companies?

Authors

  • Daniel Max de Sousa Oliveira Escola de Administração da Universidade Federal do Rio Grande do Sul
  • Fernando Bins Luce Escola de Administração da Universidade Federal do Rio Grande do Sul

DOI:

https://doi.org/10.12712/rpca.v14i3.41042

Abstract

In the present study, we sought to analyze the importance of the marketing department for companies by means of two guiding questions: (1) has the influence of the marketing department on company decisions decreased? (2) does the marketing department impact business performance? Through a systematic review of the literature, it was possible to identify that the marketing department has lost influence on the company's decisions, despite its significant impact on business performance. This result highlights the need to propose new ways of how the marketing function can be structured and practiced in companies.

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Author Biographies

Daniel Max de Sousa Oliveira, Escola de Administração da Universidade Federal do Rio Grande do Sul

Mestre em Administração pela Universidade Federal de Santa Catarina (PPGA/UFSC). Doutorando em Administração pela Escola de Administração da Universidade Federal do Rio Grande do Sul.

Fernando Bins Luce, Escola de Administração da Universidade Federal do Rio Grande do Sul

Professor titular da Escola de Administração da Universidade Federal do Rio Grande do Sul. Mestrado e Doutorado pela Michigan State University.

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Published

2020-10-04

Issue

Vol. 14 No. 3 (2020)

Section

Ensaios/Essays

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