Marketing is important, marketers often are not

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

Marketing is important, marketers often are not

Patrick Barwise and Thomas Barta

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:...

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