Brand equity and the marketing professional

Peter Doyle

A leading professor of marketing argues that not enough attention is paid to the training of marketing professionals by those in top managements, including marketing managements.

Brand equity and the marketing professional

Professor Peter Doyle

This article forms part of a Market Leader feature on brand equity. For an introduction to the feature, click here.

 

Marketing managers should be the champions of brands. But marketing departments appear to be under threat in many firms. Peter Doyle looks at the role of marketing in today's changing environment and points to how it can raise its professional status and impact in organisations.

Organisations today are becoming more professional. The emergence of powerful global brands, rapid technological change and increasingly demanding customers are...

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