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A three-part plan for upgrading your marketing department for new challenges

A three-part plan for upgrading your marketing department for new challenges Advice to senior management on how to ready the marketing department to be a key driver of business strategy and growth. The author is the best‐known marketing expert in the US. He knows the field intimately. His hypothesis: there are three often‐overlooked key problems. The marketing department lacks effective organization. The marketing staff lacks the knowledge, tools and capabilities to make maximum use of technology. There is constant friction between marketing and other departments in the company. A company needs to learn the symptoms of these marketing department problems and prepare to take decisive action. To address these problems, a three‐step action plan is proposed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

A three-part plan for upgrading your marketing department for new challenges

Philip Kotler
Strategy & Leadership , Volume 32 (5): 6 – Oct 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570410557615
Publisher site
See Article on Publisher Site

Abstract

Advice to senior management on how to ready the marketing department to be a key driver of business strategy and growth. The author is the best‐known marketing expert in the US. He knows the field intimately. His hypothesis: there are three often‐overlooked key problems. The marketing department lacks effective organization. The marketing staff lacks the knowledge, tools and capabilities to make maximum use of technology. There is constant friction between marketing and other departments in the company. A company needs to learn the symptoms of these marketing department problems and prepare to take decisive action. To address these problems, a three‐step action plan is proposed.

Journal

Strategy & Leadership – Emerald Publishing

Published: Oct 1, 2004

Keywords: Competitive advantage; Senior management; Corporate strategy; Marketing departments

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