The marketers' challenge: aligning companies for success in the real world

This paper is an edited version of a speech given to the Marketing Society in November 2002, in which Simon Gulliford argues that marketers need to think more and analyse and research less.

The Marketers' Challenge:

Aligning companies for success in the real world

Simon GullifordBarclays Bank PLC

One of the most interesting quotes I have come across is from Gary Hamel's book Competing for the Future. In the first chapter he says, 'The company...