Purpose – The purpose of this paper is to explore the role of marketing in today's enterprises and examines the … antecedents of the marketing department's influence and its relationship with market orientation and firm performance. Design … to estimate structural models. Findings – The findings support the idea that a strong and influential marketing …

performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was … in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The … results show that relationship marketing orientation moderates all relations of constructs in the research model. In …

The marketing related literatures emphasize the key role of marketing for companies performances. However, not much … attention has been paid to marketing innovations and their performances. Focusing on 2,149 Korean manufacturing companies, this … paper examines the factors that influence companies' marketing innovation decisions and marketing performances by using the …