n Management Today - Building a world-class marketing organization : ensure your strategies create, not destroy shareholder value

Volume 22, Issue 3
  • ISSN : 1027-4324



Extracted from text ... 52 Management Today April 2006 Building a world-class marketing organisation: ensure your strategies create, not destroy shareholder value I Professor Malcolm McDonald is emeritus professor of marketing at Cranfield School of Management. It is intensely irritating to hear yet more pleas for marketers to become more accountable, especially when those making them use promotion as a central model. Certainly if I were a CEO and asked my marketing director what we had for the millions invested in marketing, on being informed we had achieved an increase in awareness or a change in attitude, they would be instantly sacked! In ..

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