According to Hofstede (1980), organizational culture may refer to the process of collective programming which involves the process which can be used to distinguish different organizations with one another. It includes the shared beliefs, values and the practices which segregate one from another
According to Gravan, (2008), it is necessary to shape the HR practices in accordance with market in order to formulate the practices which lead to the changes in the organizations.
According to the words stated by Kotler (2011), marketing management may be defined as the process involving both social and the managerial phenomenon which helps the individuals to get whatever is needed by them and whatever are their requirements of the market and the customers and consists of the actions required for the desirable changes in the market scenarios. Also, it is the marketing management team which cooperates with the different departments in order to bring out the best product.
Another opinion on the organizational culture was given by Clegg & Kono( 2002) who said that the organizational culture may be defined as sharing of the thoughts, values, beliefs and the behavioral patterns. Dension (1984), also agreed to this face that the corporate culture is something which represents the set of values and beliefs which are considered as important and forms the core identity for the organization.
Marketing has been defined as a process of selling products which includes the overall situational analysis of the products and the evaluation of the markets as per the environmental needs( Camino & Ayala, 2010). Thus, the process of marketing includes the entire scenario of selling the products in such a way that the company earns a good profit from the same. According to Bardley (1991), strategic marketing is the process which implies the decisions related to the market based strategy computed on the basis of the objective set, targets, market related segments, positions and the policies.