MKTG 556 | Session 2 | The Role of Marketing

MKTG 556 | Session 2 | The Role of Marketing - 1999 Christine Moorman & Roland T. Rust Introduction: The article explores the role of the marketing function within firms that have a strong market orientation, challenging the idea that widespread market orientation reduces the need for a separate marketing function. Using survey data from managers across six business functions and two time periods, the authors show that the marketing function adds value to a firm's financial performance, customer relationship outcomes, and new product success beyond the benefits of a general market orientation. The study also finds that this value comes from marketing's ability to connect the customer to the product, service delivery, and financial accountability—connections that have different levels of importance for goods and service firms.