Marketing’s role in management
Sustained success in management demands continuous co-operation, of a high order, between all the departments of a firm, acknowledging the inter- and intra-dependence of all managerial decisions and action. No one management discipline is omnipotent. All are co-equals though sometimes, according to the nature and needs of a business, one activity might have to be the leader. The discontinuities of modern business environment have forced many executives to acknowledge these realities. It has also been necessary to abandon the previous concept that each discipline of management should be contained — or cocooned? — in its own watertight compartment, into which others trespass at their peril. It is appreciated now that every discipline must be totally involved in, and committed to, corporate activity.
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