Viewpoint
Marketers must be more than functional specialists to win over chief executives
Sir Roy GardnerCentrica
The fact that I was asked to speak at the Marketing Society Conference indicates that there is a huge change taking place within the marketing community. Gone are the days when the head of marketing can simply walk up and say, 'Trust me - I need 10 million this year to improve our customer awareness and brand equity.'
I am not saying that customer awareness and...