ABSTRACT
There is only one top marketing man and he is the boss of the firm. He may be called the managing director, general manager, chief executive, or chairman, but he is the man who makes the key marketing decisions. The smaller firm should approach marketing as a separate function without haste, since it can be very expensive. Marketing specialists today command high salaries in every product field. They generate new activities which in themselves add costs. These marketing activities may not pay off for two or three years so that the firm has to bear the overhead charges meanwhile. The Marketing Society in their study of the marketing requirement of small businesses considers that there are two main areas in which consultants can help. In a big organization the marketing responsibilities are split up between a number of marketing executives called variously brand managers, or product group managers. In some companies, product development and quality control are put under marketing.
