Driving efficiency: How to transform the global marketing supply chain for competitive advantage
Thomas Manders and Charles Kirchner
How to transform the global marketing supply chain for competitive advantage.
The global marketing supply chain (GMSC), which includes all the strategies, activities, and resources required to conceive and deliver marketing output to the business and its customers, is regarded by the CMO to be inefficient and insufficiently transparent. While the concept of managing marketing as a supply chain is not new, most organizations struggle with large-scale improvement efforts because managers do not account for marketing's unique challenges:
Radical changes in marketing...