Marketing is a cross-functional discipline, relying heavily on, and developing links with other departments within the organization in order to be successful.

Marketing is a cross-functional discipline, relying heavily on, and developing links with other departments within the organization in order to be successful. Historically, organisations have developed by dividing tasks into manageable working units, with individual departments taking on specific roles. In all of this, organisations tended to fall into one of two positions... Sales orientated, and marketing orientated, where marketing orientated was essentially all about branding. One then needed to consider how best to integrate …

…well be avoided with courteous levels of communication. References: Evert Gummesson (1991) "Marketing Orientation Revisited: The Crucial Role of the Part-Time Marketer" European Journal of Marketing Michael Hutt (1995) "Cross functional Working Relationships in Marketing", Journal of the Academy of Marketing Science Jeen-Su Lim & David Reid (1992) "Vital Cross-Functional Linkages with Marketing" Industrial Marketing Management www.northernireland.gov.uk/press/eti/040128f-eti.htm http://www.the-rtma.com/article.php/articleid/30 http://www.indiainfoline.com/bisc/macr.pdf