Media focus still dominates strategy

Stan Maklan and Radu Dimitriu

A recent survey by Cranfield School of Management questions whether British marketing leaders truly recognise the importance of the task they face.

Media focus still dominates strategy

Stan Maklan and Radu DimitriuCranfield School of Management

The June issue of Market Leader underlines the crucial importance of marketing to the economy, yet a recent survey questions whether marketing leaders truly recognise the importance of the task they face.

Cranfield School of Management has surveyed UK marketing directors to understand marketing's strategic and tactical priorities for 2012. The study reveals that marketing leaders are rooted to a definition of leadership overly focused on media issues and are failing to grasp the strategic nettle required to lift Britain's economy.

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