Marketing and Company Culture Essay -- Analysis, Deshpande and Webste

This paper explores the various aspects of marketing and company culture and how both are interrelated within a functioning organization. Specifically, focus will be placed on the definition of company culture, the definition of marketing, how company culture and marketing are related, implementing both effectively, and finally a discussion of companies with excellent cultures. First, in order to have a complete understanding the relationship between marketing and company culture, one must know how company culture is defined. According to Leo Sin and Alan Tse, â€Å"Corporate culture has been defined as patterns of shared values and beliefs over time which produce behavioral norms that are adopted in solving problems† (295). Additionally, Debra Nelson and James Quick define organizational (corporate) culture as, â€Å"A pattern of basic assumptions that are considered valid and that are taught to new members as the way to perceive, think, and feel in the organization† (556). Furthermore, company culture is important because it facilitates higher efficiency, communication and collaboration between employees (Sathe, 9). In summary, the culture of an organization describes and determines how an organization and its employees will function in various situations. Beyond a definition of corporate culture, one also needs to look at how a company functions from a marketing perspective. According to the American Marketing Association, â€Å"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large† (1). It can be seen clearly from this definition that marketing cannot be contained to merely advertising or a str... ...appos is another company recognized for a great culture and customer service. They have concentrated on maintaining the customer-centric view by pushing their marketing budget into developing customer service oriented culture and employees (Mickiewicz, 1). Both organizations have an understanding of the necessity of employee development and taking the viewpoint of the customer as Richard Drucker suggests. Through this research it can concluded that company culture not only affects and defines the company and the employees but marketing strategy as well. Furthermore, it would be beneficial to marketers and company executives alike for additional research to be conducted about how marketing can drive company culture and vice versa. However the empirical evidence of the numerous companies that already demonstrate excellent corporate culture and strategic marketing.