Marketing And Marketing Environment Marketing Strategy...

Synopsis of Article The article begins by asserting that changes over time in the marketing environment have led to the need for marketers to play multiple roles such as that of a strategist, technologist, and scientist. Until now, marketers experienced issues when marketing ambitions and the company’s capabilities are not paralleled. This gap has served as the driving force behind an innovative approach to marketing which combines the function of marketing with all other functions that it intersects with such as sales, finance, IT, etc. This, however, presents problems such as break downs in communication, stalled processes, and blurred boundaries. More modern and innovative companies have moved toward marketing that is more collaborative and interactive which increases the value and effectiveness of marketing efforts. A more effective approach would be to identify, focus on, and improve the critical decision processes. The three categories of marketing related decisions are strategy and p lanning, execution, and operations and infrastructure. Because these decisions are positioned at the juncture of different functions, they cannot be made by marketing alone. Some decisions require collaboration of marketing with â€Å"sales, product management, pricing, analytic groups, IT, or other functions.† Redesigning the decision process can involve several steps including a decision x-ray, which is an in-depth review of the current decision making process to identify howShow MoreRelatedHow Entrepreneurs Align It And Strategy Essay1482 Words   |  6 PagesNOTES - Introduction - IT USE IN BUSINESS Information Technology is inseparable from business operations and strategy. A survey conducted by the Small Business Administration in 2003 gives the statistic that 75% of small businesses have heavily invested in computing technology. 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