The New Manager’s Survival Guide: Everything You Need to Know to Succeed in the Corporate World

CHAPTER

10

MARKETING: THE FULCRUM OF THE ORGANIZATION

After you read this chapter, you should be able to:

• Explain the role and importance of marketing in a company.
• Characterize the structure and operating model for marketing.
• Describe the marketing cycle in your company.
• Understand the elements of a go-to-market strategy.

The only limit to our realization of tomorrow will be our doubts of today.

—FRANKLIN D. ROOSEVELT

I’ve been a business traveler for a long time. Airport terminals in the past were utilitarian and unfriendly. Today, many airports are designed for travelers who shop, dine, and conduct business. This is marketing at work.

From a broad standpoint, marketing is about inspiring dialogues with or between customers, ...