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A three‐part plan for upgrading your marketing department for new challenges

Philip Kotler (S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management in Chicago ( He is the author of 35 books in the field of marketing management, including Marketing Management: Analysis, Planning, Implementation and Control (Prentice Hall, 11th edition), the most widely used marketing book in graduate business schools worldwide. His latest book is Ten Deadly Marketing Sins: Signs and Solutions (Wiley, April, 2004).)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 October 2004



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.



Kotler, P. (2004), "A three‐part plan for upgrading your marketing department for new challenges", Strategy & Leadership, Vol. 32 No. 5, pp. 4-9.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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