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.
CEOs, chief executive officers, customer services, advertising effectiveness, marketing strategy
Marketing | Strategic Management Policy
American Marketing Association Publications Group
The CEO's marketing manifesto. (2008). Marketing Management. 17, (6), 24-29. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5200
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