Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

12-2007

Abstract

How can companies, especially those operating in end-consumer industries and saturated markets, become successful? By transforming themselves into truly marketing-led organisations, advises the Monitor Group, a global management services firm. Monitor has developed a finely tuned go-to-market approach which calls for a fundamental shift at the leadership level from an inside-out perspective to an outside-in view of the marketplace.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1112

Subject(s)

Marketing

Included in

Marketing Commons

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