The structure and functions of the marketing department in local manufacturing firms

Abstract

The aim of this dissertation is to show the state of the marketing organisation in local manufacturing firms in a period when there is growing awareness within the business sector of the importance of being more marketing orientated. This awareness is demonstrated through the marketing organisation which a few leading manufacturing firms in Malta have developed and how this is being approximated by others which are in the process of setting up a marketing structure. It also pinpoints other cases where various functions scattered around other departments are being grouped together to form a more cohesive marketing structure.