Leading for the companies is always the vision, the purpose of an organisation to exist. To achieve the vision, a business strategy is prepared, specified in the corporate goals. The contribution of achieving these goals for solving specific business problems is measured by the performance indicators.
Kevin Lane Keller explicitly emphasises that marketing does not work with quality per se, but with the idea of perceived quality. This perceived quality is formed by two main correlations - what it costs me for what I get, and what I get compared to the alternative options. The best tool for working with our customers' perceptions of quality is the management of expectations.
Explore How to Create or Evaluate a Marketing Department
Your business is developing and growing and so the time is right to upgrade the functions into structure with separate departments? Or you already have an existing structure within your business? In both cases, one of the most important business units with a need of special focus is the marketing department.
The general understanding on the role of reputation management within an organization can be questionable, unless this function is clearly defined and given enough authority within the company structure.