Magic and logic: bridging the marketing gap

Argues that marketing departments often fail to engage with (and be valued by) other parts of the organisation because they rely on the creative aspect of their work (the ‘magic’), and do not recognise and optimise their operational skills, which are equally needed (the ‘logic’).

Magic and Logic: Bridging the Marketing Gap

Charles KirchnerMSC Marketing Supply Chain International Ltd

In large brand-led organisations there is typically significant tension between the finance and marketing departments. The finance team frequently ask...