Marketing failed us again

Karin K. Schaff‐Glazier (Karin K. Schaff‐Glazier is a marketing and communications strategist with 3rd Floor Up, Inc., Rochester, New York. She has contributed to the growth of several start‐ups and Fortune 500 companies in the Arizona and Rochester areas. Her career has included working with and for companies such as Toshiba Computer Products, Microage/Pinacor, Xerox, Novatel Wireless, PGP Encryption Software, Arizona Health Care Cost Containment System (AHCCCS) and Cigna Healthcare of Arizona.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


“Oh no! The new marketing campaign had a lower‐than‐expected return. I guess marketing did not do its job! No more monies for that campaign, or perhaps others for that matter …”. Marketers hear this comment all too often. “Blame the agency (or the internal marketing department); it’s their fault!” Unfortunately, it is everyone’s fault, from the sales rep to the customer‐service executive to the top‐level managers to the marketing director to the receptionist. Unless your agency or internal marketing team understands and values the implementation and tracking stages as much as the fun strategy and creation phase, this scenario will occur more often than not.



Schaff‐Glazier, K. (2004), "Marketing failed us again", Handbook of Business Strategy, Vol. 5 No. 1, pp. 239-241.

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Copyright © 2004, Emerald Group Publishing Limited

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