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Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of any organization. Because many CEOs don`t currently perceive their marketing departments as delivering sufficient value, the author posits that it is up to marketers to prove them wrong and seize organizational significance. He outlines the three key dimensions of value required to effectively manage marketing as an asset of any organization, and leads the reader through the steps necessary to achieve them -- first, how marketers must prove that they manage demand so as to create and harvest cash flow; second, how they must demonstrate profitability, showing a clear link between marketing activities and financial returns to the firm; and third, how they must establish repeatable, transparent processes to show the line of reasoning behind their proposals and decisions.ISBN 9788126529582
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