Wanted: professional marketers

John Stubbs

John Stubbs reviews the present status of marketing and concludes that it is under-represented at CEO level and argues that there is often a view both in industry and politics that marketing is a peripheral activity.

Wanted: Professional marketers

Why marketing is underrepresented in the board room

John StubbsThe Marketing Council

 

Marketing is winning pride of place on the executive board agenda. In increasing numbers, the most successful companies see marketing as central to competitiveness. The understanding and ownership of marketing is therefore broadening. However, to respond effectively, marketers must deepen their knowledge and broaden their skills and experience. What is their best route forward the personal odyssey of learning and career development, or membership of the 'profession'?

Take two quotations from a recent article in The Times, dated 12 June 2002:

'Marketing...

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