The topic of this thesis deals with what are the main and most important antecedents that increase the importance of the marketing department within companies and the consequences of this increase in influence. The drafting of this paper is mainly based on the study of various authors such as Verhoef, Leeflang, Homburg, Moorman, Rust, Engelen, Brettel and Gök in more depth. Obviously other authors have also been considered, but in a marginal way to outline the context of the thesis. The thesis is structured in such a way as to clarify all the antecedents of the MDI and the possible consequences of this, all accompanied by the empirical data reached by the various authors. Consequently, it was decided to evaluate whether these antecedents are more or less already considered within a company. To do this, a survey was conducted involving professional figures from the marketing and sales department. Having considered only expert opinion, however small the sample, the idea expressed by these figures is expected to be the common idea that other experts from other companies would have. The conclusions are to be taken into account only when it is taken into account that the studies done by the authors considered used a large sample that did not go to analyze a specific sector, but sampled the economically most powerful companies of a specific nation or of a group of nations together. Therefore, in order to use the advice that this thesis gives, each company must assess whether this document has the potential to fit properly with the company that uses it. The conclusion of the thesis is that the marketing department, through its actions, can lead to an increase in company performance, but can only do so when it is properly valued. To do this, certain antecedents should be considered more than others. We mainly talk about "Accountability", "Innovativeness" and "Integration / Cooperation with finance department".
L’argomento di questa tesi tratta di quelli che sono i principali e più importanti antecedenti che fanno aumentare l’importanza del dipartimento di marketing all’interno delle aziende e le conseguenze di tale aumento di influenza. La stesura di tale elaborato è basata principalmente sullo studio di diversi autori come Verhoef, Leeflang, Homburg, Moorman, Rust, Engelen, Brettel e Gök in modo più approfondito. Ovviamente anche altri autori sono stati considerati, ma in modo marginale per delineare il contesto della tesi. La tesi è strutturata in modo da chiarire tutti quelli che sono gli antecedenti del MDI e le possibili conseguenze di ciò, tutto accompagnato dai dati empirici raggiunti dai diversi autori. Conseguentemente è stato deciso di valutare se questi antecedenti sono più o meno già considerati all’interno di un’azienda. Per far ciò è stata condotta un’indagine che coinvolgeva figure professionali esperti del marketing e del dipartimento delle vendite. Avendo tenuto in considerazione solo l’opinione di esperti, per quanto il campione sia piccolo, ci si aspetta che l’idea espressa da tali figure sia l’idea comune che avrebbero anche altri esperti di altre aziende. Le conclusioni sono da tenere in considerazione solo nel momento in cui si tenga conto che gli studi fatti dagli autori considerati hanno utilizzato un campione ampio che non andava ad analizzare un settore specifico, ma prendeva a campione le società economicamente più potenti di una specifica nazione o di un gruppo di nazioni assieme. Quindi, al fine di utilizzare i consigli che questa tesi da, ogni azienda deve valutare se tale elaborato ha le potenzialità per calzare in modo corretto con l’azienda che lo utilizza. La conclusione della tesi è che il dipartimento di marketing, tramite le sue azioni, può portare ad un incremento delle performance d’azienda, ma può fare ciò solo nel momento in cui venga propriamente valorizzato. Per far ciò certi antecedenti dovrebbero essere considerati più di altri. Si parla principalmente dell’“Accountability”, “Innovativeness” e “Integration/Cooperation with finance department”.
The Evolution of Marketing department’s influence within companies: Antecedents and Consequences
VITALINI, FRANCESCO
2018/2019
Abstract
The topic of this thesis deals with what are the main and most important antecedents that increase the importance of the marketing department within companies and the consequences of this increase in influence. The drafting of this paper is mainly based on the study of various authors such as Verhoef, Leeflang, Homburg, Moorman, Rust, Engelen, Brettel and Gök in more depth. Obviously other authors have also been considered, but in a marginal way to outline the context of the thesis. The thesis is structured in such a way as to clarify all the antecedents of the MDI and the possible consequences of this, all accompanied by the empirical data reached by the various authors. Consequently, it was decided to evaluate whether these antecedents are more or less already considered within a company. To do this, a survey was conducted involving professional figures from the marketing and sales department. Having considered only expert opinion, however small the sample, the idea expressed by these figures is expected to be the common idea that other experts from other companies would have. The conclusions are to be taken into account only when it is taken into account that the studies done by the authors considered used a large sample that did not go to analyze a specific sector, but sampled the economically most powerful companies of a specific nation or of a group of nations together. Therefore, in order to use the advice that this thesis gives, each company must assess whether this document has the potential to fit properly with the company that uses it. The conclusion of the thesis is that the marketing department, through its actions, can lead to an increase in company performance, but can only do so when it is properly valued. To do this, certain antecedents should be considered more than others. We mainly talk about "Accountability", "Innovativeness" and "Integration / Cooperation with finance department".È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/10384