ABSTRACT
An organization’s executive director of marketing has a key role in executing the strategy of the enterprise. As the reputation of the organization is an important attractor for new personnel—in particular for “star players”—the importance of enhancing the business position of a research enterprise needs to be assigned to some senior manager as a primary assignment. Marketing is frequently considered everything that is involved in the diffusion, promotion, and sale of the product. In contrast to marketing for sales, strategic marketing means making choices to enhance the business position of the organization. While positioning of the enterprise is an important aspect of strategic marketing, it is only one part of its primary functions: finding and creating business opportunities, creating competitive advantage for the enterprise, and challenging the competitive advantage of others.
