Publication Type

Journal Article

Publication Date

11-2008

Abstract

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.

Keywords

CEOs, chief executive officers, customer services, advertising effectiveness, marketing strategy

Discipline

Marketing | Strategic Management Policy

Research Areas

Marketing

Publication

Marketing Management

Volume

17

Issue

6

First Page

24

Last Page

29

ISSN

1061-3846

Publisher

American Marketing Association Publications Group

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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