Marketing, a Key Factor to Organizational Competitiveness

Abstract

The purpose of this paper is to analyze the existing link between marketing and competitiveness, in such a way as to identify that marketing is not simply a banal technique invented to promote consumerism, as some describe it, but that it also plays an important role in achieving organizational objectives and, therefore, the competitiveness of the organizations themselves. Likewise, it seeks to provide the necessary foundation to change the surface appearance of marketing, in order to start conceiving it as one of the key factors of an organization’s competitive success. Currently, in a globalized and highly competitive world, entrepreneurs, administrators or managers should know, control and manipulate each and every one of the key factors that will make their company globally competitive.