The relationship of marketing to the other business functions is often misunderstood.
* Marketing alone cannot produce superior value for the consumer. All company departments must work together to accomplish this.
* Each department is a link in the value chain (a major tool for identifying ways to create value for the customer).
* A company's value chain is only as strong as the weakest link.
* Marketers are challenged to find ways to get all departments to "think customer."
In its search for competitive advantage, the firm needs to look beyond its own value chain and into the value chains of its suppliers, distributors, and ultimately customers. This "partnering" will produce a value delivery network.