Orchestrating marketing excellence

Mike Winkler

Argues that marketing disciplines have become increasingly important to the IT industry, as emphasis has moved from product innovation to customer understanding and servicing, and describes how Hewlett Packard has re-organised its marketing effort accordingly.

Orchestrating Marketing Excellence

Mike WinklerHewlett-Packard Company

Without question, the past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general. One such lesson that was taught with particular vigor was that of marketing efficiency and effectiveness, in that a lack of either could prove costly not only in terms of spend, but also in the form of customer awareness and preference, revenue, competitive advantage, and ultimately, return on marketing investment.

This was frequently the case within the IT industry where until recently, marketing was primarily considered a product-centric function...

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