Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must … interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has … of this paper lies on defining the necessary terminology to analyze the subject matter, identifying the role of marketing …

commerce on organisational structure, brand architecture, and IT structure. The results of a survey among 49 Chief Marketing … enhance the dependence of the marketing-related IT structure on changes in brand architecture …