Start networking and exchanging professional insights

Register now or log in to join your professional community.

Follow

Do you think that business executives are fully aware of the role that marketing can play in helping the company succeed?

user-image
Question added by Reem Zoubaidi , Marketing Manager , Genersys Jordan Ltd.
Date Posted: 2014/03/05
Vinod Jetley
by Vinod Jetley , Assistant General Manager , State Bank of India

CEOs tend to see marketing as a department that comes into play after the product has been made and the remaining job is to sell it.  We argue instead that marketing must be seen as setting the strategic direction for the firm.  Peter Drucker stated it well over thirty years ago:  “A company has only two basic functions: innovation and marketing.”

More Questions Like This