Research on dispersion and coordination of marketing functions

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K17139
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Hitotsubashi University
• Principal Investigator: Uehara Wataru 一橋大学, 大学院商学研究科, 准教授 (30515060)
• Research Collaborator: Assarut Nuttapol Chulalongkorn University, Chulalongkorn Business School, Associate Professor
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: マーケティング組織 / マーケティング機能

Outline of Final Research Achievements

Main objectives of this research are on the coordination of marketing functions inside Japanese firms. Marketing functions are tend to be dispersed inside the organization. The most infuluential department in regard to marketing decision making is not marketing department but sales department. And the results of the data analysis shows that coordinating the whole marketing-mix activities leads to higher business performance.

Free Research Field

マーケティング