Building marketing's impact in the boardroom

Ruth Saunders

This article gives some practical advice about how marketing, which is often perceived as disconnected from the financial side of the business, can have more impact in the boardroom.

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...

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