Building marketing's impact in the boardroom
Ruth SaundersGalleon Blue
The fact that marketing punches below its weight in the boardroom is well known. Ruth Saunders takes a hard look at the story the statistics tell about this unhappy state of affairs and provides some valuable and practical advice about how to win hearts and minds in the boardroom.
It's tougher than ever for companies to grow and survive. Of the 22 UK companies that performed most strongly each year between 1980 and 2001, only five still exist profitably today1. Similarly, the average lifespan of a company in...