The research topic is the organization of marketing function. A motivation for the research comes from the fact that the organization is a dynamic science that is strongly influenced by changes in the global business environment. The focus on the organization of marketing functions stems from the fact that the business success of the company is greatly determined by adopting a marketing orientation at the level of the organization as a whole. The research seeks to answer the question how to approach the organization in a way that marketing orientation permeates all organizational aspects. Methods of analysis and synthesis, description method, historical method and the method of deduction have been used in research. The research results indicate that the necessary preconditions for the adoption of marketing orientation at the level of the organization as a whole depends on adapting a crossfunctional and network, horizontal approach to the organization of marketing that needs to get out of mechanistic framework of isolated business functions.