Sample Essay

Sales promotion and public relations are the least represented marketing functions according to the number of employees in the marketing and sales departments, less than 5% of the total employees (Balmer pp.248-91).

Analysing the development of the organisation of the marketing department over а four-year period, the strengthening of the market research function, measured by the structure of employment per different marketing function within the marketing department as well as the type of marketing activities carried out, has been noted. In the same period, the product development function was neglected (McCarthy pp.267-85). This was accompanied by а downward trend in the sales of packages, which was also noted in the same period. Marketing effectiveness has also been tested based on the way the marketing information was used in top management’s decision-making processes as well as the top management’s satisfaction with the functioning of their respective marketing departments (Bontis pp.13-39).

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