Organizational Roles of Marketing Department and Marketing Managers

The aim of this paper is to design a comprehensive roles and responsibilities inventory for marketing managers, from which it identifies for the role of marketing and market management in corporations. The role inventory of the marketing manager listed using content analysis on online job announcements. The findings of this paper reveal that marketing managers are responsible for six critical role dimensions in the organization. Dedicated roles of marketing managers in the management of marketing mix elements are for the management of promotion-related activities. Communicational and relational (internal and external) roles are the most frequently addressed of marketing managers’ responsibilities. Development and influence of market and marketing knowledge into the company’s value network is another of the major role dimensions. Increasing financial pressures on companies mean that the results of marketing activities must be measurable, so developing financial indicators and performance analysis for marketing activities has become an important part of the manager’s agenda. The paper is the first attempt to develop a role inventory for the marketing managers including proofs, signals, and insights from the practice.