Marketing is important, marketers often are not
This is the paradox that Thomas Barta and Patrick Barwise illuminate in this analysis. Based on a major new study of senior marketers and other leaders, they examine what lies behind this paradox and propose practical steps to resolve it through better marketing leadership
This article is about why marketing is important but marketers often aren't - and how marketing leaders can change that.
So what do we know about the contribution of marketing and customer focus to business performance?
First, we know that the marketing concept works:...