The CEO and the board of directors are then responsible for the attainment of that goal. Classic economics declared that the only goal for a corporation is profit maximization. Peter Drucker in the 1950s convinced corporate America that companies can and should have many goals. My view is that organizations have many possible goals, but only one should be selected at a time. This goal is the sole responsibility of the CEO and the board.
All resources then become a means to that end.
There are five resources, not functions. They are marketing, human, physical, intangible, and financial. I call these resources the 5Rs. The marketing resource consists of segmentation, targeting, positioning, and the four Ps. I have developed a method for combining these five resources called the assembly model.