... within the larger marketing group, there are frictionsbetween marketing, the sales force, and customer service. Marketing began as a function to help the sales force sell bet-ter. Marketing helped ... mergers and acquisitions. Marketing is the answer to how to compete on bases other thanprice. Because of overcapacity, marketing has become more impor-tant than ever. Marketing is the company’s ... cus-tomers into stores.For marketing to work, you must manage the marketing mix inan integrated fashion. Yet in many companies, responsibility for dif-ferent elements of the marketing mix are in...