Intra-firm environment - Marketing Management

Firms have finite resources. The marketing function has to compete with other management functions to obtain resources needed to complete its task. Similarly, the marketing function must co-operate with these other functions. This interaction and interdependency between the marketing function and other functional areas of management is the intra-firm environment. To understand the influence of factors in the other two layers of the environment, it is important that marketing has the ability to carry out its role of monitoring and adapting to these factors as influenced by its relationship with other functions within the company. Marketing managers make decisions that have a bearing on other functional areas of the firm. Similarly, decisions taken by other departments directly affect the ability of marketing to perform its role.

Organizational aspects of strategic marketing planning and considers how these intra-firm elements of the environment affect the marketing function.


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Marketing Management Topics