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Marketing within business is very essential factor that is directly connected to sales and growth of the company. This is related to how an organisation is promoting and advertising its services and products tocustomers.Marketingisadisciplinewhich includes actions that are undertaken by a company fordrawingcustomersandmaintaining relationships with them. Finance and marketing –The marketing department needs accurate description of the plan that has to be implemented for increasing sales of the company. The financedepartmentof companyprovideseconomic help to marketing department. This is used for making proper budgets and plans for implementing several campaigns and market research. In context of British Airways, the finance department provides sufficient information about money related issues so that the marketing department knows how to promote services and products of the company. Legalandmarketing–Thelegaldepartmentis involved in handling all the law related issues. The main responsibility of legal department within British Airways is that all work is done in an effective manner. The company is following all the rules and regulations given by government on the aviation organisations. The marketing department is given all the instructions to work according to the rules and regulations given by government. Cross functional relationship of marketing and other departments in British Airways The marketing department in linked with various other departments of the company so that thereissmoothfunctioningofthebusiness operations. Collaboration is a skill and when an individual is used to working as an individual contributor then it needs some practise. Thelinkageofmarketingdepartmentwithother departments is listed below - HR and marketing -The HR department of the company has responsibility of managing employees working within the company. In context of British Airways,employeeshavemeetingsandtraining sessions with Human resource staff when they are hired.Theinternaltrainingplanisessentialfor helping engaging employees and making them work for the company. This training inspires the marketing department to work effectively and manage their business roles in effective manner. IT and marketing –The information technology department is the most important department within organisations. The advance of new technologies and pressure for digitising and automatizing every aspect of business operation has forced British Airways to investmoremoneyindoingtheirjobroles effectively. There is a separate IT department within this company for marketing one for a product, one forfinanceandwithhigherlevelmanagers coordinating between teams. Marketing Principles and Practices INTRODUCTION