Marketing is the new revenue engine in Asia

Diageo India’s Deepika Warrier explains at the recent Mint Marketing Summit Marketing how marketing is no longer just a function to drive brand awareness and advertising but is now an independent profit centre and responsible for generating revenue.

The role and the importance of marketing functions have changed dramatically over the years.

In the past, marketing was working on short-term calibration and leading changes within commercial sales, operations and other cross-functional teams.

Today, marketing...