The CEO's marketing manifesto
CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2008
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5200 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6199/viewcontent/CEOMarketingManifesto_2009_mm.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers. |
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