What are the roles and functions of the marketing department in a business organization

Successful business organizations  regard marketing as a continuous process, through which actual and perceived customer needs are constantly analyzed and monitored in order to fulfill the needs to the extent that the organizations resources and capabilities allow.

These roles and functions can be explained through the marketing mix model. This could be used when considering the range of activities necessary to construct and implement a comprehensive marketing strategy. It is most commonly expressed in terms of ‘the four Ps’ of product, price, promotion and place. ‘Place’ in this context refers to all activities associated with distribution.
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