Today’s competitive environment creates enormous pressures on all managers to be more effective (Exhibit 1.1). Managers at every level from Chief Executive Officer, Chief Marketing Officer, and Chief Financial Officer to the assistant to the Assistant Brand Manager feel these pressures.1
Exhibit 1.1 Pressures on marketing
Marketing managers feel not only the external pressures of the competitive environment but also internal pressures from fellow managers who ask reasonable questions within their organizations, such as:
• What is the return on our marketing efforts?
• What would our sales or ...