Evolving Views of Marketing's Role

As described in figures initially the Marketing was considered to play the same function as other departments of the organization. But along the passage of times and growing significance of the customers marketing department attained more significance and attained central part in the organization.

Later the customer is now the chief actor that is controlling almost all of efforts and functions of the marketing department, because the success of an organization in today's competitive era depends upon the level of satisfaction provided by the company. Today the marketing department is acting, like integration department to provide integration among functions performed by company and customer is acting like controlling factor in the organization