IS MARKETING DEPARTMENT IMPORTANT FOR COMPANIES?
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Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidade Federal Fluminense
2020
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| _version_ | 1876435417007390720 |
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| author | Daniel Max de Sousa Oliveira |
| author_facet | Daniel Max de Sousa Oliveira |
| contents | IS MARKETING DEPARTMENT IMPORTANT FOR COMPANIES? Daniel Max de Sousa Oliveira Fernando Bins Luce Administración y Contabilidad Company decisions Marketing department Business performance 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. 2020 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441764512019 https://www.redalyc.org/journal/4417/441764512019/ https://www.redalyc.org/journal/4417/441764512019/html/ https://www.redalyc.org/journal/4417/441764512019/441764512019.epub https://www.redalyc.org/journal/4417/441764512019/movil https://doi.org/10.12712/rpca.v14i3.41042 en http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.3 Vol.14 |
| format | Artículo científico |
| id | redalyc_441764512019 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | Universidade Federal Fluminense |
| spellingShingle | IS MARKETING DEPARTMENT IMPORTANT FOR COMPANIES? Daniel Max de Sousa Oliveira Administración y Contabilidad Company decisions Marketing department Business performance IS MARKETING DEPARTMENT IMPORTANT FOR COMPANIES? Daniel Max de Sousa Oliveira Fernando Bins Luce Administración y Contabilidad Company decisions Marketing department Business performance 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. 2020 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441764512019 https://www.redalyc.org/journal/4417/441764512019/ https://www.redalyc.org/journal/4417/441764512019/html/ https://www.redalyc.org/journal/4417/441764512019/441764512019.epub https://www.redalyc.org/journal/4417/441764512019/movil https://doi.org/10.12712/rpca.v14i3.41042 en http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.3 Vol.14 |
| title | IS MARKETING DEPARTMENT IMPORTANT FOR COMPANIES? |
| topic | Administración y Contabilidad Company decisions Marketing department Business performance |
| url | https://www.redalyc.org/articulo.oa?id=441764512019 https://www.redalyc.org/journal/4417/441764512019/ https://www.redalyc.org/journal/4417/441764512019/html/ https://www.redalyc.org/journal/4417/441764512019/441764512019.epub https://www.redalyc.org/journal/4417/441764512019/movil https://doi.org/10.12712/rpca.v14i3.41042 |