Seven questions

Andrew Marsden and Robert Lerwill

Traditional, longstanding, and inevitable tensions exist between marketing and finance directors. Mutual respect and enterprise on both sides is needed to overcome the tensions.

7 Questions

The tensions between marketing and finance are both long-standing and to some degree inevitable.  But the conflicts are often more resolvable than often assumed given mutual respect and enterprise on both sides.  Andrew Marsden, marketing director for Britvic Soft Drinks, sets out seven questions a marketing director should ask his financial director and Robert Lerwill, executive director, finance of Cable and Wireless plc replies with his seven questions for the marketing director.

Andrew Marsden discusses what a marketing director should ask his financial director

Thirty years ago any self-respecting marketing director invited to address...

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