Managing the Marketing Department
As David Packard of Hewlett-Packard observed, “Marketing is far too important to leave to the marketing department . . . . In a truly great marketing organization, you can’t tell who’s in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer.” Although marketing activities should not be relegated to a single department, many enterprises can benefit from having an organizational unit that is in charge of all company marketing activities and manages day-to-day operations.
The Role of the CEO and CMO
Only a select group of companies have historically stood out as master marketers. These companies focus on the customer and are organized to respond effectively ...
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