Critically evaluate the role of marketing within an organisation's corporate environment

... CRITICALLY EVALUATE THE ROLE OF MARKETING WITHIN AN ORGANISATION'S CORPORATE ENVIRONMENT Companies have been assisting for a few years now to a great amount of changes within the marketplace, partly due to the establishment of the European Market, the mondialisation and the globalisation of the commercial exchanges. Competition has been broadened to the worldwide level and this opening to a wider and more competitive market has led companies to engage a fierce race to gain or retain market shares and to increase the consumption level of their products (Colgate & Danaher, 2000). The use of marketing has become an essential part of the corporate global strategy and it plays an essential role within the firm's mission and corporate planning activities (Brooksbank et al., 1999). It is generally used to assess and to broaden the company's understanding of its environment (with for example PEST and SWOT analysis) in order to identify

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