Take a Good Look at Your Marketing Department: Do You See Creative Geniuses Or Conceptual Pros?

Guido Quelle ()
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Guido Quelle: Mandat Managementberatung GmbH

Chapter 3 in Profitable Growth, 2012, pp 35-48 from Springer

Abstract: Abstract Marketing—the isle of bliss. The company’s internal stage, a place for self-discovery, press conferences, radio, television, the world of show business, glitz and glamour, and the great conceptual successes. But wait, what do I hear? Reality has finally caught up with the once oh-so-perfect Marketing world. More and more companies want quantifiable results, the value of Marketing is being seriously called into question, and its contribution to corporate growth is now viewed more critically than in the past. As such, it is worth taking another look at this aspect—for a variety of reasons. In Chap. 3 you will not only learn why it is a myth that Marketing cannot be measured, you will also find examples how some of our client companies managed to measure the performance of Marketing. You will get to know why it is not sufficient to just have creative minds in your Marketing department and what additional skills you need to focus on. We will talk about the aversion of Marketing to the daily routines and you will learn how to create a Marketing department that is a real catalyst to the growth of your firm.

Keywords: Store Brand; Corporate Communication; Marketing Concept; Sales Department; Sales Channel (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-3-642-32787-2_3

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