Marketing: Overview, Products & Services

Resources Designed to Support and Improve Marketing Operations

What is Marketing?

Marketing Departments improve a firm’s effectiveness in selling its products or services by identifying customer needs and developing, publicizing and communicating their products/services to consumers. The structure and use of marketing varies considerably from industry-to-industry. Marketing departments incorporate market research, branding, advertising (various programs and digital, direct, or traditional marketing initiatives), content creation and management, public relations (PR), and vendor alliances to attract and retain customers. Marketing is said to address the four P’s: product, price, place and promotion (product refers to an item or items a business intends to sell, price refers to how much the product is likely to cost, place refers to the distribution of the product, and promotion refers to the marketing campaigns).

KPI's and Data

Org Charts

A typical Marketing Department is composed of several common sub-functions, or teams, that work together to improve brand awareness and positioning, increase inbound lead volumes, and assist the organization in generating new business (i.e., revenue). Browse our Marketing organization chart page to learn about the roles and responsibilities of each major function. Then, download our org chart template (PDF, Visio, PPT) to further understand the marketing organizational structure, and support improvement efforts within marketing operations.

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Best Practices

Check out our marketing best practices page to view selected descriptions of work methods that have been proven to produce better results (as compared to other, similar methods). Want more? Download our Marketing best practices guide, which provides a healthy selection of valuable best practices that can be incorporated to improve marketing operations. There might not be only one "best" way to perform every task. However, there is always a "better" way.