The Marketing dimension is concerned with the specific processes that form the market value of the firm’s brand and products as well as those that impact the accessibility of these products to the consumer.

Some marketing functions handle strategic questions where competitor analysis, demand analysis (market research) and market positioning are in focus. The other purpose of marketing is to deal with operative stages such as projecting the brand’s value on to the market, doing so using effective communication tools, finding the right communication channels to employ these tools through, minimizing gaps in expected and perceived service delivery (SERVQUAL) and following up this process through continual evaluation.