Theories of marketing: Marketing status, importance,...

 

This report from the second Chief Marketing Officer Conference in Zürich leads with coverage of Prophet's Scott Davis and his 5-point manifesto for marketers moving from tactitians to 'visionary ...

In his opening remarks to the Association of National Advertisers' Multicultural Marketing & Diversity Conference, ANA president/ceo Bob Liodice delivered a ten-point list of marketing "musts ...

This is the first of a two-part article based on the author's forthcoming book LISTEN! A Call to Revolution by Marketers. This first article lists the continuing failures of marketing, in spite of a f

The article discusses the challenges still faced by marketing in getting acceptance. Marketing is viewed by sales forces, chief financial officers, chief manufacturing officers, chief executive office

This article argues that economic downturns create opportunities for savvy marketers. Consumer sentiment is historically resiliant during recessions. Regarding the current recession, fears the world w

Corporations can over-react to economic downturns by taking an excessively conservative stance in cutting back projects and promotions, it is argued. Therefore, the decision of Steve Wynn, a casino ow

Marketing is inevitably linked with levels of consumption, an unsurprising outcome given that the vast percentage of communications to date have been directed at increasing volume, share, profit and c ...

This Viewpoint, from Malcolm McDonald, looks at the current state of marketing, and the relationship between the academic community and marketing practitioners. It argues that academics must avoid tal ...

In this article, Jeremy Bullmore argues that marketing (still too often wrongly seen as another name for selling more) will be a convenient villain as resources become scarce and the tide of opinion t ...

This paper discusses potential implications for marketers following the recent shift in party control of congress in the US. Speaker-elect Nancy Pelosi (D-CA) has outlined an ambitious plan for legis ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...

Scot McKee, managing director of B2B consultancy Birddog, is appalled to discover that only 2% of Britain's top companies have a marketing professional on the board - given that company and brand repu ...

Using findings from Prophet's 2005 State of Marketing survey on how marketers contribute to business growth, Scott Davis, a senior partner of Prophet, discovers a gap between the intentions and achiev ...

Three marketing leaders called Jim (Jim Garrity of Wachovia, Jim Speros of Ernst & Young and Jim Stengel of Procter & Gamble), interviewed, give their views of the state of marketing in America today, ...

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization’s focus on supply-chain management and the organizational structures emp ...

Marketers fail to reach board level because they are not fluent in the language of finance. SIR ROY GARDNER believes they must develop new skills to succeed

If any company epitomises a devotion to brands and brand-building it's Unilever, with brand leaders in many categories nourished faithfully over decades. Keith Weed, chairman of Lever Fabergé and the ...

In this Marketing Society annual lecture, Lord Browne gives his candid views on the problems faced by corporations in a world of uncertainty and distrust. Recognising the increasing importance of inta ...

John Stubbs reviews the present status of marketing and concludes that it is under-represented at CEO level and argues that there is often a view both in industry and politics that marketing is a peri ...

Traditional, longstanding, and inevitable tensions exist between marketing and finance directors. Mutual respect and enterprise on both sides is needed to overcome the tensions. Britvic's marketing di ...

Two leading marketers discuss the relationship that should exist in a successful company between the CEO and the marketing director. Sir Dominic Cadbury, chairman of Cadbury Schweppes, sets out seven ...