Marketing is one of the central functions of a rm, the others typically being Research and Development (R&D), Manufacturing or Operations, Finance, IT and Human Resources (HR). Whereas the other functions concentrate on internal matters, marketing’s focus is solely the customer. Marketing is the most critical of all activities for without a customer there is no revenue, leaving little for the other functions to do. In this chapter, we take a closer look at how the overall strategy of the organization is connected to the marketing department.