Optimize Your Organizational Structure

Marketing

The marketing group should be responsible for developing and executing mail plans, acquiring new customers, and providing market research and other information to the company.

Within this department, you generally find circulation managers and analysts; research and/or database marketing analysts; and someone who focuses on managing the list or working with an outside list manager and broker. In some organizations the merchandising analysis also is done by the marketing group, because this area often has the staff most skilled in analytical work.