oa Journal of Marketing - Marketing in crisis : GIBS



The relevance and usefulness of marketing in today's business environment is increasingly being called into question. In a growing number of firms, marketing professionals are under represented on the board of directors relative to other functional counterparts, and even on senior management teams. A study of large US-based firms found that less than 0% of the Board's time is spent discussing marketing and customer-related issues. In a further study, almost 50% of the CEOs interviewed commented that the marketing organization needed improvement. European studies reinforce this message, and it is this scepticism that has led to an increased emphasis on how to translate marketing theory into effective marketing practice.


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