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, “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, “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, “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 strategic plan. In an interview, Peter Drucker claims that, “marketing is the business as seen from the customer” (Darroche, 10). Drucker makes an interesting point here. He takes away the extensiveness of a typical marketing definition and shifts it to be customer-focused.
After exploring company culture and marketing separately, they now can be looked at together. Initially when thinking of either marketing or culture one does think of them as something interrelated, however there are various arguments that suggest culture does indeed have an effect on some aspect of marketing within companies. In a study conducted by Leo Sin and Alan Tse, they acknowledge that culture likely has an influence on how marketing is put into action and how well it actually works (296). Sin and Tse’s research focuses specifically on service organizations, but their research can be viewed from a broader perspective and the implication of what they found is important.
The study tests marketing effectiveness based on various different criteria (Sin and Tse, 298). Through statistical analysis Sin and Tse show that the three aspects of company culture they define as “customer closeness”, “being the best”, and “an external or market oriented...