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Understanding the Drivers of Marketing’s Influence within the Firm 

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Published 10/17/2008 

Author: Peter Verhoef and Peter Leeflang 

Peter C. Verhoef is Professor of Marketing, Faculty of Economics and Business, University of Groningen. Peter S. H. Leeflang holds the Frank M. Bass Chair in Marketing, Faculty of Economics and Business, University of Groningen.

Summary

As many strategically important aspects of marketing are addressed by other functions in the organization, the decreased influence of the marketing department within companies is a topic of growing debate.

In this study, the authors investigate this diminished influence and assess its determinants and consequences. They interviewed 25 marketing and finance executives from leading Dutch firms. They also conducted a large-scale Internet-based survey of several hundred marketing, finance, and general managers.

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