Destroy Marketing Bureaucracy

Marketing bureaucracy has been part of the problem in the past; and it is clearly not part of a future solution. Instead, corporate and business-unit executives should confront troubling questions about the attrition of marketing competence and find ways to restore it.34

Webster has identified the basic requirements for developing a ­market-driven, customer-focused business.35 These requirements are as follows:

Customer-oriented values and beliefs supported by top management.

Integration of market and customer focus into the strategic-planning process.

The development of strong marketing managers and programs.

The creation of market-based measure of performance.

The development of customer commitment ...

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