Creating alignment: marketing with a small 'm'

There was a time when Marketing was spelt with a large 'M'; when Marketing was a stand-alone department that worked with production, sales, distribution and finance; when Marketing was invariably seen as a cost centre.

Creating Alignment: Marketing With A Small 'm'

Mike Moran RWE Thames Water

In today's really successful marketing companies, the customer has become the organising principle and philosophy of the whole business, not merely the property of the marketing department. In the process, Marketing with a big 'M' has been replaced by marketing with a small 'm'.

The successful marketer of today now has a broader and less departmental role, a role that could be described as that of 'lightning conductor' or 'choreographer', working to help infuse the whole organisation with a common vision, and working to deliver a consistent...

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