Advice to senior management on how to ready the marketing department to be a key driver of business strategy and growth. The author is the best‐known marketing expert in the US. He knows the field intimately. His hypothesis: there are three often‐overlooked key problems. The marketing department lacks effective organization. The marketing staff lacks the knowledge, tools and capabilities to make maximum use of technology. There is constant friction between marketing and other departments in the company. A company needs to learn the symptoms of these marketing department problems and prepare to take decisive action. To address these problems, a three‐step action plan is proposed.
Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited