The importance of marketing in organisations

Entrepreneurs start their companies concerned with the creation of the right type of business. And after that they start taking care of the accounting, managing employees, serving customers, but disregard one of the main things – marketing.

For many entrepreneurs, marketing is not (usually) considered important. And this is the biggest problem since we live in a globalised world and increasingly have to deal with extremely strategic and eager competitors wiling to steal your market.

Marketing should not be seen only as the commercial channel of the company that is just there to sell a product, right? Marketing is an important piece for the management of internal and external communications, for supporting the creation of tools to improve customer satisfaction, to create/maintain the company's image and its brands in channels such as social networks, blogs, and more in order to ensure a good reputation and recognition to avoid losing current and potential customers.

Another very important task in marketing is its alliance with the commercial department, because it is through marketing that we define actions to generate new sales, leads or contracts for a company.
People working in the marketing department of a company needs access to important information - the profit margin of the products, clear definition of the advantages and features of the product, resources that can be reallocated in monthly campaigns in order to develop a long term planning, know where competitors are and where they go, understand how it is done after-sales service, in addition to at least some monthly resource for developing communication actions. And all this is communicated in the simplest way possible for all company’s stakeholders.

The role of marketing in business is:

1. Manager and changes architect

• Supporting in the redefinition of the strategic guidelines of the company according to market changes over time, always thinking of the internal and external customers;

2. Communication facilitator

• Set an example;
• Provide the right tools at the right time;
• “Explain” the company for those that are not familiar with it, be clear! Why? Often, and especially in more "technical" companies, people tend to explain everything in a very extensively, and very complicated way, not helping the general public to understand what they want to communicate;
• Defend the quality of the company’s products/services (how to improve a product, how to improve customer service, how to give more support to strategic partners, among others);

3. Company’s image administrator

• The company's image is very important! It is the so