Marketing Manifesto: What about the internal customers?

This article discusses the role of marketing, arguing that it has too often been conflated with communications and should actually be about understanding customer needs.

Marketing Manifesto: What about the internal customers?

Fiona McAnenaClearbound

I have a confession. I like the new Marketing Manifesto – especially mobilising the organisation – but I'm getting a bit bored with the conversation about the true meaning of marketing. It's been going on for years. One definition of madness is doing the same thing and expecting a different result. We have identified the problem, and the Manifesto gives us a solution. It's time to act on it.

In his article last year, David Whiting did an excellent job of identifying where marketing has lost its meaning, particularly how...

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