An open letter to all chief executives
David Pearson
Dear CEO,
Here are ten things that CEOs need to understand about how to make their marketing function contribute more (and the ten things you should not do).
1 Product:
Do get the product (or service) right. Marketing plays a key role here because it is, or should be, its responsibility to develop and test the product. Up to 90% of new products fail so it is clear that many CEOs have not got the right processes in place.
2 Price:
Do get the price right. This too is a marketing...