This document explores the various aspects of marketing and corporate culture and how both are related within a functioning organisation. Specifically, the focus will be on the definition of corporate culture, the definition of marketing, how corporate culture and marketing are related, implementing both effectively, and finally a discussion of companies with excellent cultures. First, to have a complete understanding of the relationship between marketing and corporate culture, you need to know how corporate culture is defined. According to Leo Sin and Alan Tse, “corporate culture has been defined as patterns of values ​​and beliefs shared over time that produce behavioral norms adopted in problem solving” (295). Furthermore, Debra Nelson and James Quick define organizational (corporate) culture as “A pattern of basic assumptions that are held to be valid and that are taught to new members as the way of perceiving, thinking, and feeling in the organization” (556). Additionally, corporate culture is important because it facilitates greater efficiency, communication, and collaboration among employees (Sathe, 9). In summary, an organization's culture describes and determines how an organization and its employees will function in various situations. In addition to a definition of company culture, you also need to consider how a company works from a marketing perspective. According to the American Marketing Association, “marketing is the activity, institutions, and processes of creating, communicating, delivering, and exchanging offerings that have value to consumers, customers, partners, and society at large” ( 1). From this definition it can be clearly seen that marketing cannot be limited to simple advertising or a simple... paper medium... appos is another company recognized for a great culture and excellent customer service. They focused on maintaining the customer-centric vision by pushing their marketing budget into developing a customer service-oriented culture and employees (Mickiewicz, 1). Both organizations understand the need for employee development and take the customer's perspective as Richard Drucker suggests. Through this research it can be concluded that corporate culture not only influences and defines the company and employees, but also the marketing strategy. Furthermore, it would be beneficial for both marketers and business leaders to conduct further research on how marketing can drive corporate culture and vice versa. However, the empirical evidence of the numerous companies that already demonstrate excellent corporate culture and strategic marketing.