H3.1 Role of Marketing 

The strategic role of marketing is to increase revenue and maximise profitability. 

It aims to do this by guiding the firm's overall strategy (including operations, human resources and financial management) through informed two-way interactions with the target market. 

Marketing is a large cost-centre for a business and can be expensive: 

• developing and creating promotional materials, 

• marketing personnel and external consulting, 

• access to advertising mediums, 

• market research activities, 

• cost of influencer / opinion leader.

Marketers must ensure their activities are efficient in terms of the Return on Investment on marketing spend.