A good organization design matches people and work responsibilities in a way that is best for accomplishing the firm's marketing strategy deciding how to assemble people into organizational units and assigning responsibility to the various mix components that make up marketing strategy are important influences on marketing performance.

Organizational structures and processes must be matched t« the business and marketing strategies that are developed and implemented. The marketing organization has to be flexible to respond to changing conditions and strategy needs. Organizational design needs to be evaluated on a regular basis to assess Us adequacy and to identify necessary changes.

Restructuring and re engineering of many organizations in the 1990 led to many changes in the structure of marketing units.