Marketing leadership in an age of complexity
Chris Macleod and Fiona McAnenaTransport for London and Clearhound
Marketing leadership in complex structures presents numerous challenges - particularly the need to be customer focused within an organisation that itself is not structured along customer-centred lines. In these circumstances, is it possible to exert significant influence across departments to promote a customer focus? What practical steps can be taken in large and complex organisations to be customer-centric?
The marketing department at Transport for London is fairly typical of a large service business marketing team. It has helped the organisation to put customer...