How marketing can support the innovation imperative

Mike Leiser, senior partner at Prophet, argues that it is the role of marketing to spur innovation and improve the financial track record of new products, services and ideas.

How Marketing Can Support the Innovation Imperative

Mike Leiser

Creativity. Imagination. Innovation. These words are becoming as common to the senior executive's lexicon as return on investment, asset management and Sarbanes-Oxley. And they are top-of-mind...