Creating alignment: marketing with a small 'm'

Mike Moran

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....

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