Marketing exists to create value, yet its failure to deliver can have fatal ramifications for business. Marketing is both and internal and externally facing function.

It needs to align internal aspects of an entity with its external market place.


· Strategic and marketing planning

· Risk management

· Financial management and reporting

· Human resource planning and control

· Compliance and accountability systems

Marketing governance reinforces good governance by ensuring that marketing performs a strategic role, so it can fulfil its purpose of delivering value.