Making Personnel Work for Marketing: A Truly Pan-Company Effort

Jane Frost

Jane Frost argues that pan-company marketing should include team management issues along with getting the support of finance, production and development.

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Making Personnel Work for Marketing: A Truly Pan-Company Effort

Jane Frost

Pan-company marketing is championed by most people these days. Those of us who practice the art of brand management have always understood that a strong brand represents the relationship between the entire company and the consumer. If the corporation is not true to the values advocated by the brand, cynical consumers will spot the discrepancy and trust will not be sustained.

However, we normally talk about pan-company marketing in terms of getting finance, production or development on side, just as competitive advantage is talked about almost solely in...

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