ABSTRACT
This chapter deals with the factors which influence the determination of the marketing structure, and the types of organisation which have been found to be most practicable. The operation of a business from a marketing standpoint requires that it shall be directed from the point of view of the customer and his needs. One structural form which has arisen to reflect this mode of operation is usually known as the Product Manager or Brand Manager system. Though marketing may seem rather remote from such mundane activities as warehousing and transport, nevertheless, it is axiomatic that marketing must take into consideration all the factors which might affect the extent and/or the profitability of the business. The qualities required of a marketing executive, marketing manager and a marketing director will depend, to a minor extent, upon the type of firm and the position which he holds in that firm.
