CHAPTER 48

Project Management for Marketing

Keep It Lean, Don’t Slow Us Down

MARY YANOCHA, PM SOLUTIONS AND PM COLLEGE

Marketing by its very nature is a creative endeavor. The people that tend to work in marketing (be it a functional area within an organization or on the agency side) tend have big ideas. They are artistic, expressive, free form. In other words, marketing and communications professionals shun too much process for fear it will stifle or slow down the flow of these creative juices. But having some form of organization in this creative work is essential in order to meet a stated business objective. That’s where project management comes in.

The American Marketing Association officially defines marketing as the activity, set of institutions, ...

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